http://blogs.zdnet.com/Ratcliffe/?p=253
"There is a long process between the decision to buy a computer and actually starting it the first time, before anyone gets the chance to murmer "Wow" over the technology itself. There is the handing over of the boxed computer to the customer, paying for the system (all the while the customer gazing at it, for this is the first experience of ownership and where the seeds of buyer's remorse can take hold), driving home or back to the office, and then, opening that box. Throughout that time, the packaging is the only message available to reinforce the value of theApple excels at portraying quality in its packaging and the experience of opening a product, an art most PC makers don't understand. purchase and build excitement and enthusiasm in the new owner."
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