Ran across this picture on Flickr that shows a new type of nook packaging. The hard plastic container was interesting, but a bit dangerous to your nook when you tried to open it. Some people just couldn't believe that had to read instructions to play with their new toy.

While the package is probably cheaper and maybe less impressive this is likely an improvement because the old packaging style was frustrating to many users - especially those with arthritis like me :)

I wager this is all part of a "redesign" coming to handle the new nook "lite" model.  I suspect the $50 gift card deal is part of that strategy as well.