Because goodness forbid they give highlanders some eyebrows or put a Snow Villiers or Gladiolus like character in the spotlight.
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I kind of figured appealing to the crowd that's into Manly Men was what they had ShB-and-later Thancred for. He's in his 30s, reasonably tall (5'9'', which is the 50 mark for male Midlanders) and short-haired, tanks, has a kid he wants to protect (Ryne), picks up girls, and so on. The writer preferences for this game just don't seem to lean towards slab-of-muscle Manly Man, and I don't think that's a writing flaw.
Their "manly man" themes tend to play out frequently in the Manderville questlines. I get the impression that they prefer to use these sorts of characters for comedic relief over anything else, though that doesn't stop them from adding characters like this elsewhere. Bozja is a great example of this with Lyon the Beast King.
Yeah, Haurchefant only moves away from "elf knight dude in chainmail with sword" once you see his dialogue and get some backstory. In appearance alone, he could drop into any number of fantasy series. I don't think I'd look too hard at a cover with him on it, but I'd certainly look harder than yet another cover with a brown-haired white human man.
(Personally, I can't stand Haurchefant as a character, but I know a lot of people love him.)