In the mail

This arrived in my mailbox today! Yes, the publisher sent out the ARE of The Hypnotist by Lars Kepler (pseudonym for a married couple) in a customized box. It certainly got my attention, but in a "How much did THAT cost?" sort of way. Since this Swedish thriller is already a bestseller in multiple countries, the US publisher must feel confident spending the extra cash. I guess I'm giving them an extra post as a result, but I'm having trouble seeing how it translates to sales figures. I'm not moving it up in the review queue because of the box...will more influential reviewers really be swayed by a fancy box? It does get one's attention, and maybe I'm naive in thinking that book reviewers are more focused on story than on marketing gimmicks.