If I ordered a bike from Amazon and got a box like that, I might just figure "oh crap, they sent me the wrong thing" and process a return without even opening it. And then be highly confused when it happened again with the replacement.
If they're clever, it's a picture of a TV with a screengrab of the bike in action. The delivery guy would think "It's a TV". And you, expecting a bike, would think "Hah, weird box art, but that's the bike I ordered indeed"
I hadn't thought about that aspect. I don't believe they sold through Amazon, and I am not sure what the return address would have said, but I assume that wasn't a major issue for them if it was worth the effort.