Amazon changed the game and the rules in packaging about 5-6 years ago. It made life for people like me, a packaging designer, and the companies that make packaging and the companies that use packaging rather difficult. There is a lot that goes on "behind the scenes" that you would put in the WTF category. To paraphrase Pee Wee Herman, there are things about packaging you wouldn't understand, things you couldn't understand, things you shouldn't understand. In the case of Doc's mosquito coils, Amazon tried to reduce/eliminate corrugated boxes and end user waste and tried shipping many items in padded mailers. Worked ok in some instances, not so much in others. Even now, it's a changing game that's hard to keep in front of at times.