Initial impression of unboxing an Oura Ring: it would have been so easy to make sure the inner box was oriented the same way as the outer box. Obviously that doesn’t have the slightest effect on how the device works, but don’t you want to awe new users with attention to detail?

Photo of an Oura Ring box. The outside wrapper is right side up and readable. The inner box is partly out of that wrapper, and is rotated 180º so that its "Oura" embossing is upside down.