When you purchase an expensive new watch, what is the best part of purchasing the watch?
The pretty packaging it is contained within.
The packaging, itself, justifies the cost and satisfaction achieved from purchasing a 30,000$ watch.
But if that 30,000$ watch were to be delivered to you in a plastic or a brown bag, with nothing but the watch.
The experience would be much less satisfactory. It might even seem unreasonable at that point to have spent the money on the watch.
The box — is everything.
It’s what convinces you that it was worth the 30,000$ spend.