It strikes me as another Disney botch-job. Since the dawn of home video, they've been unable to get their designs right. Consistency certainly isn't their strong point (although they have finally re-released their Classics in matching packaging).
Steelbooks are probably still their weakest area. Their Classics range is all over the place. For example...
Fantasia - matte finish - embossed - full front artwork
Bambi - gloss finish - embossed - full front artwork
Aladdin - gloss finish - embossed - no Disney logo on the spine
Hercules - gloss finish - embossed - framed art on the front
Frozen - matte finish - no embossing - no title - extra picture on the spine
With their Marvel range it's even worse. Some have the Marvel logo on the spine at the top, others at the bottom. Some are gloss, others matte. Some have titles whereas others don't. Some are embossed, others debossed and some totally flat. Some have pictures on the back others a single image, and so on and so forth.
Why does this have a huge embossed Marvel logo on the back? No idea. Maybe if/when Agents of SHIELD, Daredevil and Jessica Jones get the steelbook treatment they'll get them too (doubtful). If this had been gloss with a flat back with a decent image on it it could have been amazing. Now it's just average and that's a shame.