That's more or less how the Japanese promo sets are done. I remember complaining about the bulkiness of TPCi's gift sets here and was told by someone that it's done purposefully to provide the feeling that you're getting a lot for your money, since it's so big. Not really aimed at older players, but young kids and their parents. It's much more fun for a kid to get a huge box or a fancy tin than just a plastic wrapper around some packs.
I do hate the plastic tray shit, though. My Landorus FA from whatever gift set that was got badly dented on the side because of it *sigh*
I do hate the plastic tray shit, though. My Landorus FA from whatever gift set that was got badly dented on the side because of it *sigh*