Different artists have different ways of draing familiar characters, and they tend to stick to drawing those characters in that way. Take Marc Texeiras art over in Punisher Nightmare. He's drawn Frank before years ago, and continues to draw him the same way today.
For me, whilst I have my preferences, the look of the character is far less important than the storyline. Incidently, a skull sprayed onto body armour isnt new - its been done before. I suspect the beard has too.
True, but my point is that the rucka look of frank was a really good change for the Punisher. There are not many ways to change frank castle since he does not have a costume such as iron man. Iron Man is always evolving costume wise. Rucka and company was giving frank a dose of something new and it worked. Even the artist for Punisher War Zone mini has keep the look. It just seems marvel and Dillon have taken a step back with his look. I dont agree that the look of a character does not matter. If that was the case with storytelling winning over substance then people wouldnt have beeen so upset over angel punisher or frankencastle.