I also felt they were hit or miss. They just opened the Cole print for preorder and to me, his promo....well, yes, that's Cole but it's also....not Cole. I know Cole is an assassin spec with daggers (hey, just like my Lavellan) but Cole is just so much more than that and there's a degree of dissonance between that promo image representing Cole and what I think of when I think of Cole. But it's also true that after Asunder (which I am currently reading) they wanted that mysterious touch.
Some of the others were pretty good, like Cassandra's and Blackwall's, IMO.
I quite like Cole's, actually. In fact, I think the composition of his is the nicest out of all of them, though it's perhaps more of a glimpse of his combat character rather than his typical character, so I see what you mean about it not quite feeling like him.
Both the Inquisitor images feel awkward as hell to me, as does Bull's. Cuz' holy crap Bull, why are you holding your hammer like that you weirdo does it smell bad and you're trying to keep it as far away from your person as possible? What is happening. Same with Vivienne. Like, that's a fabulous crotch shot, Viv. But pretty sure you wouldn't be caught dead in that position at that angle. 
Varric, Sera and Cassandra's kind of fall flat for me. They just feel a bit blank. And I think Dorian and Blackwall's work fairly well. I don't know. Maybe they were trying to get action shots for a lot of them, but for the most part they just feel wonky to me. I weep softly for what might have been.
Edit: I can grammar.