Best-in-class packaging... I mean, it's packaging. It either protects the drive or it doesn't. Neither of those are something to use as a marketing tool.
Also, looked at some Seagates and it's actually higher than the typical price I've seen the entire last several months. Can get a new X20 for $269 currently from Newegg; it's $319 on SPD... even a recertified is $220. If you're buying like 10 of them, sure, the recertified might be worthwhile. But 1-2, I'd pay the $49 extra to get a brand new one.
Disappointing is an understatement. There aren't any deals, it's just trying to sell stuff at a higher price than it usually is.