It just occured to me that this is a very 'customizable' element of the expansion.

Quite a lot of encounters in Innsmouth tell you to draw Look cards, but there's no reason why the Look cards have to do what they do at the moment. Adding new Look cards is easy, and whatever they do, they'll integrate with Innsmouth town without any new encounters being needed. Just a thought.

Damnit... it looks like SE won't make custom Look cards, though.

Maybe. I wouldn't want to mess with the 1-out-of-10 odds, but maybe changing out a few of the nine copies of the "nothing happens" cards... Something like minor Sanity losses ("Is that a GILL??? Oh...no, just a shadow.") or Clue gains or losses.

The cards should be numbered from 1 to 10. The investigator has to take the card that has the highest number. (10 is you have the Innsmouth Look. Lower numbers have less severe penalties. 0 would be no effect, or maybe even a positive effect to counterbalance the fact that you just make the other 8 cards harder than "nothing happens.").