Its cheaper to make something pretty, than good. Humans use this shortcut and have a hard time resisting it.
My experience opening an iphone box, giving all my personal information, and seeing the home screen of my work iphone was fun and exciting.
Then within a few minutes, the swiping/changing between apps was noticably slow, the podcast app had a bug in it, and it kept asking me to 'sign in' by typing my password. The illusion had broke, and its not like I was going to return the phone now.