I'm honestly not really that surprised by that. All (except clothes) are prime examples of products where you don't really care who sells it to you and how it looks in the packaging. People want a certain product and want it the cheapest. Why would you go to a real store to look at that product inside of packaging you can't open, with the added cost of the person behind the counter?

I mean a Lego set is a Lego set, whether you see the pictures on the box or online.