There is an entire segment of videos on youtube dedicated to "unboxing" implying great packaging is not "really" important I think would be disingenuous. That's not to say that you need to get to Apple level packaging (I think, the point of the article) and spend $15/box, however thought and user experience need to be taken into consideration. Heck, one of the companies in this YC batch is trying to solve exactly that problem (Pakible)