[quote name='strawberryshortcake']A certain percentage of anime fans do not even fully know what the show is about and plunge for the purchase because the box and art work on the DVD keep case looks desirably or respectably nice. Turns out, the show is actually sour and there goes $35.00 plus tax (or shipping) down the drain.[/QUOTE]
lol for a very long time that's how I did it, to a certain extent. I'd actually read reviews about different anime I was interested in, and draw some conclusions from that before buying a particular series. I've only regretted anime purchases like this a couple times (Devil Lady and Gasaraki immediately come to mind), but I've also been very pleasantly surprised by "blind buys" (Escaflowne, Last Exile, Ghost in the Shell, my top 3 favorite anime series ever, were blind buys, complete series sets no less). Of course, now that I have a decent Internet connection, I can watch a couple episodes of different anime online, which is really helpful in determining if I'm going to like an anime or not.
Releasing boxes with the second volume instead of the first is actually a pretty ingenious idea IMO. Hopefully, by the first volume of a series you'll know whether you want to continue buying volumes or sell off the first volume and wash your hands of the series.