Look through any fashion magazine and you'll quickly come to understand that fashion is the act of making a costume. This clothing isn't primarily functional (if we define function in this case as warmth, or modesty, or having a pocket to keep keys handy). No, it's a costume.
And costumes are an artifice designed to remind us of something else.
So packaging is a costume.
The experience of entering a store is a costume.
Typography is a costume.
The design of your website is a costume.
There are very few ways to make something perfectly functional. There are a billion ways to invent a costume. Most marketing, then, is costume work, not the search for the most efficient function. Your form can follow your function, sure, but without a costume, it's naked.