This isn’t just about in-store packaging or displays. It’s true for advertising too. We’ve all seen the TV ad for some “revolutionary” gadget that will change your life. But when the actual product arrives in the mail, it turns out to be a disappointment. In-media good isn’t nearly as important as at-home good. You can’t paint over a bad experience with good advertising/marketing.
Good post in 37signals blog: http://bit.ly/1I9ZF
