Over the past month, 340Breeze, one of our members and commenters here, has made a couple of insightful comments and asked a few thoughtful questions about a subject that can be fairly boiled down to "the wrapping and the present".
The first comment discussed his experiences meeting women who seemed outwardly impressive at first, but lacking in substance after he got to know them; in the second comment, he asked whether it was better for a woman interested in capturing a good man to focus more on playing coy and drawing things out with men (what I'd term "game" and "fundamentals", or style), or on becoming such all-around awesome people that they were simply naturally already in very high demand (who you really are as a person, friend, and mate - your substance).
In fact, this dichotomy - of fundamentals and game vs. who you are, style vs. substance, or the wrapping vs. the present - is one that underlies all of social dynamics, whether mating and dating, or choosing whom you want to be friends with, or hiring employees, bringing on consultants, or selecting the company you want to go work for.
The key here, and what everyone's trying to do, is to avoid being suckered by nice wrapping that isn't backed up by an equally impressive present underneath... but also not miss the great presents hiding under crummy wrapping paper.
Yet, that isn't so easy to do.