On sale in Dunelm

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Wonder why
 

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As they are all placed the "incorrect way up" I assume they are all damaged.
 
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Is it a fake pic?

Why not just have the usual 'this way up' stickers or writing on the box?
 
No I took it in store yesterday .
Whoever came up with the idea is thick. Surely better just to have 'THIS WAY UP ONLY' with accompanying arrows and maybe in slightly smaller print underneath 'otherwise product will be damaged'.

I wonder if the assembly instructions were drawn up by the same person?

Next, take the screw that is larger than an 8mm screw but smaller than a 10mm screw and screw it not into hole B, not into hole D but the hole that is lettered between the aforementioned holes.
 
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