It looks like Amazon started a trend last week when they announced their "Frustration Free Packaging" initiative, which boils down to the elimination of clamshell-style packaging for a lot of their top-sellers, and the introduction of more eco-friendly materials, like good old-fashioned (recycled) cardboard. According to The New York Times, a number of other companies, including Best Buy, Sony, and Microsoft are joining the club in eschewing heavy duty materials in favor of less aggressive ones. Anything that reduces our level of annoyance with the retail experience while pitching in to help out our increasingly threatened Mother Earth is something we'll gladly get behind. And we're pretty sure our dentist will agree.