I've seen box sets like this in bookstores - the bigger chains usually have displays of box sets of this type. They attract collectors, just like the odd-ball LP's of their day. Retailers went nuts when the Stones put an actual zipper on the cover of Sticky Fingers, but it helped sell the recording. It's a gimmick, its cute, and it is just a small attempt by record labels to inject a little fun into an industry that is dieing.