It is mistakenly assumed that packaging is just a commodity. And that pricing is all that should matter. Because once you get the lowest price, you've won. Right?
Let's think about value instead of price from a different packaging point of view entirely, just as an example. For most consumer products, packaging design is often the deciding factor in a purchasing decision. We're taught not to judge a book by it's cover, but you know you totally do. And every day, as consumers, we're judging products by their packaging design. That classy label on that bottle of wine. That colorful leprechaun or that crazy Cap'n. Those are the reasons we buy.