Agreed. Its also like the shopping bag policies they have in Europe where they charge you for every plastic bag. This forces people to bring there own bags and reuse them.
One that we do all the time in evaluate our packaging and have noticed that when a product has less packaging it actually appeals more to the consumer. Things that are minimal and simple appeal to the buyer even if they do not know that they are being sustainable. The point is that sustainability does not have to be marketing strategy, or forced in the consumers face,. It can be done with subtle changes that greatly improve the product and peoples lives.