I don't HATE it as a 3rd, as 3rds are supposed to be a unique departure from the home and aways. And the script is alright, kinda neat to see a departure from our norm. The stripes are nice, and it's awesome to see a Flames jersey without piping. The alternate logo as well is pretty cool.
The problem (and it could just be an issue with the EA mockup, jerseys sometimes look a bit off in the game) is the slab of black on the shoulders. Literally, a slab. I'm not sold on the squared off shoulders yet, but these need to have some kind of yellow trim to break up the slab of black at least. They seem disjointed from the rest of the jersey, and I feel that Reebok had a huge hand in it. It could be much larger in the game as it actually will be in real life, but even a thinner 'slab' will still break up the jersey. If the game is representing it fairly, then it's also much too large.
They seem to be pushing this squared off look pretty hard from what we've seen in the new jerseys, and this smacks of Reebok getting involved with the 'you guys really need to try this new jersey design out!' idea.
Just a SUPER quick Photoshop to demonstrate what I mean, doesn't the picture on the left look a lot cleaner, and more likely what a respected designer would be submitting? Then, get the marketing team at Reebok involved, and 45 people with an opinion... and you get yet another team introducing a jersey this year with a squared off shoulder yoke:
Edit, and as a quick fix to break up the 'slab' and integrate it more with the rest of the jersey:
