Cos big shelf-space consuming packaging is more attention-seeking. Cos ya know, when you have a box that's 2/3 larger than it needs to be, you can spot it from long distance (like say, orbit). (-_-) And it's nothing new. If you ever compare even G1 Hasbro packaging with Takara packaging, the Hasbro ones were more space wasting... although recently with a lot of the Animated and movie stuff it's seriously been getting ridiculous.