I think there's also a certain amount of marketing. You don't want everything to be "sexy"; you want some things to be boring, unnoticed, and just work. Sayin

I think there's also a certain amount of marketing. You don't want everything to be "sexy"; you want some things to be boring, unnoticed, and just work. Saying you're making shipping sexy is just saying "we're going to ignore the core logistics of reliably getting your stuff where it's going as quickly as possible", which is going to scare away customers.