But I think that from a marketing point of view, there are good reasons for big packaging :
- it's easier to deal with boxes of standard sizes (Just have a look of the parcels Lego Direct sends ! always the same size, only the height changes),
- they offer plenty of space to show what is in,
- they are more noticeable in shops,
- it much more impressive : though you leave EUR 99 in the shop, you get a very big and colourful box (for the RC). I think that lego isn't jewellery and people expect to have someting big for the price.
Even though, they could put airbags in their boxes. It would prevent parts, booklets and stickers to be damaged *sing*