I've said it before and I'll say it again but calling something "Lovecraftian" is one of the best ways to ruin a good cosmic horror story

Not because the term itself is bad but because the best way to do that kind of horror is to present a completely normal world that slowly melts as the narrator goes insane

But when you tell me it's a Lovecraftian story, I already know reality is going to melt so the impact is immediately lessened