It's actually pretty neat - creates boxes to size on demand.
Doesn't seem like this would be possible with humans at a store, and could really cut down on box inventory.
Amazon put it in one of their boxes, which did not have any labels about the package contents. Thieves are more likely to steal a box that says "expensive computer part" versus an unlabeled box.
Not to say that's always the case, but it depends on what the products box is like.
And maybe better protection for items not explicitly boxed to support mail-order/delivery? (Although as noted elsewhere in this discussion, maybe Amazon could use its power to require boxing better suited to their needs from the manufacturers...)