Bicycles shipped in fake flatscreen TV boxes suffer less shipping damage

In 2015, Amsterdam-based e-bike company VanMoof started shipping to the United States but found that a disproportionate number of them were damaged during shipping. So they started putting the bikes in fake flatscreen TV boxes. From VanMoof:

That small tweak had an outsized impact. Overnight our shipping damages dropped by 70-80%. We sell 80% of our bicycles online, which means we still print TVs on our boxes. More than 60,000 of them have now been shipped directly to our riders worldwide.

Now other bike companies do it too:

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(via Kottke)