But there is still plenty of reason to believe the boom recruit can deliver, just like the superstar key forwards in Sydney before him.
Curnow will make his official Swans debut against former club Carlton in Thursday night's AFL season-opener at the SCG.
But Cox wouldn't buy into comments from star midfielder Isaac Heeney that former Blues spearhead Curnow had a "Buddy presence".
"Without being disrespectful to Charlie, Lance sits in a league of his own - for me," Cox said,
"I think he's one of the top five players ever to play the game.
"We understand what Charlie can do. Maybe with the narrative around him playing the first game, the external noise is similar but the way they play, they're different footballers."
But if Cox played down the impact Curnow could have in red and white, AFL chief executive Andrew Dillon is embracing the hype the exuberant forward is bringing to Sydney.
The Swans have traditionally thrived with big key forwards like Franklin, Barry Hall and Tony Lockett delivering on-field and attracting fans.
"The Swans have got a great track record of recruiting in those big key forwards," Dillon told AAP at the AFL season launch.
"And Charlie's different to the players that they've had but he's a super player, kicked over 80 goals a couple of seasons ago and I think the SCG will suit his style of play.
"Every game at the SCG is an event in itself.
"But to have a few ex-Swans players playing for the Blues and vice-versa, it just adds a little bit of spice and a great way to start the season."
Carlton will field seven new players, including former Swans stalwarts Will Hayward and Oliver Florent in what could make for an emotional reunion.
"The players will speak about that," Cox said.
"I've experienced having a premiership captain leave and playing him the following year. It happens in every football team.
"It's just opening round, it's happening. So there's a bit more eyes on it.Â
"But the players certainly understand what Will and Ollie can do. They're now Carlton footballers, so we'll deal with that accordingly."
Prized high draft picks Jagga Smith and Harry Dean, plus new Blues Ben Ainsworth, Campbell Chesser and Liam Reidy will also make their club debuts.
The Blues have backed Jacob Weitering to overcome a rib injury to match up on Curnow.
Sydney will also debut two other recruits in former Hawthorn defender Jai Serong and ex-Gold Coast forward Malcolm Rosas Jnr.
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