Excited about the album and love the main cover. I think she is, as an artist, doing exactly what she wants and there's no one holding any of these ideas back. And that's why it feels like a lot and easter eggs feel a little more intense than warranted.
There are a lot of artists where the digging is minimal when it comes to concept. I think everyone on this forum knows what it's like to dive deep and wrap your head around a full artist/campaign, and with her this time around it does require more digging. What she did with Lucky was fun, all of it is, but I will say the entire "concept" isn't very accessible at first glance.