There’s an almost fetishistic aspect to the concept of unboxing; if you can fit something into a box, you can probably make an unboxing video out of it. But the production of these videos has also evolved. Most of them still retain that home-made quality that makes them so easy to relate to the viewers. But when the market explodes like it did for these videos, you might have to do something different if you want to get noticed. Which is why we get things like the underwater unboxing video of a self-professed water-proof phone, bordering more on MythBusters than on home-made videos.