[Dylflon]

Manasecret, read the book.

They aren't supposed to be "cool". This is a world in which masked vigilantes choose to dawn the costume for strange (sometimes narcissistic) reasons.

One of the major themes of the book is calling attention to the utter instability any person who would choose to put on a costume and fight crime.

The Watchmen takes a very ironic stance on superheroism and once you realize that this idea takes precedence over trying to look cool, hopefully their appearances won't be enough to turn you off of the film.