Maybe on the planet you come from cost is irrelevant but for most regular folk cost matters.
Not seeing your point vis a vis Patek Philippe and Rolex as both are equally prestigious ... just one company is famous for its sports watches and the other for its dress watches with the discerning gent wearing the Rolex during the day and slipping on the Patek after dark ... unless your point is a comparison of the Patek in the wristwatch world (50,000 units per annum) with the Manta Lab in the steelbook world (several hundred of each release subdivided) to the Rolex watch (at least 700,000 units per annum) / the Zavvi steelbook (several thousand per release) which does kind of make sense but still seriously strange to compare three sections of formed metal with plastic liners aka the steelbook costing a few quid or less to manufacture rolling off conveyor belts to part hand made watched costing thousands/tens of each.
Maybe, as someone else pointed out, I missed your point and it's the art on the Zavvi that you object to ... if that's the case all well and good ... I personally like the funky and idiosyncratic look and feel that it's about time we had an interesting looking FIGHT CLUB steelbook retailed in the UK considering the uninspired and uninspiring releases we've already had.
Of course nothing wrong with the ML FIGHT CLUB steelbook that a bit of colour wouldn't solve (lol) .... with that release the "bit of colour" was more to be seen in the rubber/silicone outer box than on the steelbook itself.