Is it just me or is that exactly what you use a knife for? I don't get the weird responses to the fact that he uses a knife to open this box? This kind of stuff is ALWAYS packed in such an annoying way. Compared to how I would have gone about it I'd say he's very very easy on the knife. I would have torn that silly box to shreds ... but thats just me.
This is simply a stupid mediastunt.