Now I usually buy Seoul Milk at W1,300 (KRW) per half litre. But today, while I was buying my lunch at Paris Baguette, I bought this carton of milk simply because the design of the carton was, in my humble opinion wonderfully simple. However, I paid W1,650 (KRW) So although a well designed product is more expensive, it proves that there is some appeal for good design. Or is it just that I am stupid !!!