Because, if they’re like my wife, they usually have more fun playing with the empty container than they do the contents. (When she was a kid, she’d open a Christmas present, take out the toy inside, then play with the box.) Therefore, the shape of the package is important.
It’s funny…I’ve often thought it would be far cheaper to just get cardboard boxes and distribute them to the Izzlets for Christmas for this very reason. No matter what’s inside the darn box, they seem to like the box itself far more
I tend to think James’ post was a bit more philosophical, though
expectation..challenge..anticipation…stealth…mystery…lust…all of which was so important to our paleolithic selves, ingrained in our iceage ancestors dna and it sunk down sooo deeply over generation after generation to become a part of our shameful id which should be repressed at all costs, so much so that to day these cravings are so conscipted, little used, wanted, or exercised by many of us that the mere notion of having to guess what’s inside sets off all these little ancient pavlovian bells inside our little inner neander-poodle that we salivate uncontrollably, (in a metaphysical sense) and suddenly starshiptrooper from yes begins to play in our minds and we just have to know…what’s in that box that could be that shape?
as to it being empty afterall, well that’s just the way the poodle crumbles, no?
Because more money can made from altering, cammoflaging, painting, stuffing, padding, slicing, revamping, recovering, etc. the packaging than from valuing the inner being. Indeed, by making our inner being feel less worthy, desirable, pretty, strong, attractive, acceptable, normal, capable, sexy, etc. a lot of companies have made far more than a good living, they’ve made, sometimes quite literally, a killing.
A related version is that many people are so worried about the outside packaging that they totally miss the truly beautiful being inside.