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Unboxing is the unpacking of new products, especially high tech consumer products. The product's owner captures the process on video and later uploads it to the web.
Some consider the popularity of this practice is due to the ability of showing the product exactly for what it is without any adulteration advertisers usually make around the product. Being able to see what you are getting can contribute to the decisional process. Some users have tried to make these unboxings more interesting by doing them in different ways or adding special effects. The most notable of which was an underwater unboxing of a waterproof smartphone.