Thinking inside the box

I found this and it kind of smacked me in the face like a truck hits an unsuspecting pigeon. We go on and on about packaging. It's like we are obsessed with the damn thing. Bubblewrap here, cardboard there, foam on top of it all. What is the point? Why do we spend so much time on designing something and then decide to put it in an ugly box which will be in the landfill quicker than it takes for a hungry lion to devour an antelope in a wheelchair. I like this design because its fresh and the user is less likely to be so disgusted with the box that she will set it on fire. I'd much rather scrap the box altogether, but I guess this is better than nothing.