They're catering to the flash in the pan hipster vinyl consumers who are in it for the pageantry - apparently there are more of them than folks who actually buy a record to listen to a record these days.
I guess I just expected more from them. Their music is made for vinyl and their newer pressings are incredible in terms of the fidelity (though the pressing plant effed up a fair bit on them), so I assumed the box would be great. NOT SO.