Why would they make it more family friendly and less fear inducing?
I do not know why they would do that.
But the reasons that they should do that (only the ones that I can think of right now) are:
1) The game has nothing in it that would appeal exclusively to horror fans. I would even say that people who buy the game because of the artwork might be disappointed. There is just nothing in the game that would suggest this artwork.
2) The artwork is disturbing to quite a few people (see the comments for all versions of this game). I am also in that faction. And I have played with a 6 Nimmt deck for that reason. Finally bought the Extreme version of The Game, because of the extra symbols. But I still dislike the art very much.
3) The game is easy enough to play with (relatively) small children. I would not want my children exposed to that artwork.
4) Somwhat redundant to 2) and 3), but worth an extra entry: The artwork makes me re-consider introducing people to The Game. In many cases, I know in advance that the artwork will raise questions with most of the people potentially interested in this game. Since I do not want to answer these questions (and since I do not want to be part-responsible for the artwork, which I might be as the person introducing others to the game), I do not introduce The Game to some people that I would otherwise.
I assume that most of this is pretty self-explanatory. I really wonder why you asked.