This is what they discovered through the equivalent of A/B testing. People are disappointed in a 5% increase in price, especially if it crosses a magical threshold, but they will accept a smaller product. They will favor the smaller product over the larger one if it is given in the right container, such as a rounded carton of ice cream over a larger brick. They see the rounded container as evidence of higher quality. And on and on.

Needing a app to turn on a light, though, that's just weird.