The author is implying that startups are Cargo-culting great design by merely copying high end packaging but not ensuring their product is actually excellent an

The author is implying that startups are Cargo-culting great design by merely copying high end packaging but not ensuring their product is actually excellent and useful. I agree to an extent, but really why not both. A great product should be a FIRST priority, then a great on boarding experience should follow just after. But maybe, just maybe -- focus on making that onboarding experience as minimal as possible, not full of needless packaging and long animated videos.