First of all, the design is awesome. I guess that's what caught my eye. So many sci-fi books look exactly the same, but this one stands out. Clean, simple, all white. It's summarizes the action up front and gets you excited all at the same time. And then I realized the publisher was called Angry Robot and they are based in Nottingham. I have fond memories of Nottingham from my Europe trip, and Angry Robot? Basically the coolest publisher name I've ever heard. Sorry, Penguin.
So I thought I'd delve a little deeper and check out their website. And lo! This publisher is making it happen! Check out this Tom Gauld cover:
They had me with the first line of the summary: "After accidentally summoning a demon while playing poker, the normally mild-mannered Chesney Anstruther refuses to sell his soul… which leads through various confusions to, well, Hell going on strike." Umm, yes please!