Frustration Free Packaging

Amazon has come up with a brilliant marketing ploy. They are going to be offering 20 items classified as having frustration free packaging. This means no impossible to open plastic clamshells or reams of twisted wire holding the item in its package. As a parent I know what a pain in the ass it is to have to unpackage all of my kid's toys on their birthday or Christmas morning. This has got to be cheaper for the manufacturer and the anti-theft packaging is really unnecessary on mail order items, right? Thanks you, Amazon!