The box the H2gO came shipped in certainly didn't match the typical computer case shipping container; a plain brown cube with no exterior markings to indicate what's inside. I always liked this about one other manufacturer, Thermalright, who for years has used plain brown boxes to pack their products in. I think it says something about the company, something to the effect of... we'd rather spend our money on making you a great product than flashy advertising on the box it comes in.