All the faceless individuals who are involved in moving parcels probably have to throw them around constantly, stacking them, lifting them, moving them, taking them off, putting them on different pallets, trucks.
With no idea what's inside them, they probably don't care so much about being gentle. Or they might think "It must be well packed, people would know better".
Yet suddenly? The box has "fragile" written on it, indirectly, and people care. People take the time, they make the effort, and they genuinely try not to smash your (presumably new) TV.