Such a good question! I have been thinking about this a lot.
You think you don't care until you go to Top Shop, H&M or Zara or M&S and $300 of unfolded and piled up clothes are shoved to your side of the counter after zapping the CC. Without folding, without bag, without ceremony. NEXT!
You think you don't care until a pair of $700
Gucci shoes comes to you through Farfetch with a broken box, used tissue paper and no padding, never mind ribbon or Ltd Ed. packaging.
You think you don't care until NAP send you a scarf in a plastic bag inside a non-padded Jiffy bag with no box.
You think you don't care until Liberty puts your Alexander McQueen scarf in a old model and previously used Liberty box with someone else's initials on it.
You think you don't care until it's Christmas and Hermes gives you the ordinary box rather than their holiday one.
You think you don't care until Hermes sells you a hat for $800 and doesn't give you a hat box (because they've run out) and stuffs it in an orange paper bag ready for the 2 hour commute home on public transport.
You think you don't care until your favourite Dior highlighter powder starts to come in a thin plastic compact rather than metal.
Since we pay for the packaging within the price of these very expensive products we should get the full works with the cherry bow on the top.