On the Squareness of Milk Containers
DVDs, meanwhile, were riding in the wake of the VHS tape, which came in a 191 mm-high box. Keeping DVD cases the same height meant retailers (and consumers) could simply stack DVDs on their VHS shelves. One does wonder if some brave designer, some Howard Roark of the blister-pack set, stood up in an early meeting and asked if the cost of the excess packaging was indeed greater than the cost of retrofitting shelves. It could also be that Hollywood was leery of people thinking they were getting “less” for their money.
