Good packaging is about getting full price (and then some) for an experience that customers crave.
Great packaging adds the (often significant) media value of sensational PR...as Machine Guns Vegas has found.
For $500, divorcees can celebrate their independence with 40 rounds on a 1919 mounted belt-fed machine gun...and other weapons of anger management. The target? Anything from the marriage that they'd like to obliterate (except the ex).
Yeah, they'll sell a bunch of these packages. But, that pales to the insane value of the international visibility and notoriety this business just gained by understanding the true value of packaging.