There’s an old saying: Don’t judge a book by its cover.
For the most part—when it comes to people—I think this holds true.
But when it comes to books (and pizzas) the cover (box) is probably the strongest indicator of the content inside.
Why?
Because the quality of the cover (box) reflects the extent that an author, editor, and publisher (or pizza place) cares about their product. Therefore I do judge a book by its cover, and I will be putting a significant amount of resources into mine.