Packaging
The front of the XFX 9800 GTX's box bears a stylistic '9', that looks something like a rocket.

The back of the box describes the "extreme" features of the 9800 GTX, and features a concept art picture from upcoming game, S.T.A.L.K.E.R: Clear Sky.

Inside the box, there is an ample layer of foam that protects the video card quite sufficiently.
Bundle
The XFX 9800 GTX comes with more than the XFX 9800GX2 came with, which is a surprise. The bundle includes 2 DVI/VGA adapters, a driver CD, a full version of the excellent RTS Company of Heroes (with additional DX10 upgrade CD), 2 molex-to-PCIe adapters, a DVI / HDMI adapter, a 4-pin cable, a S-Video cable, a 'Do Not Disturb' placard, a manual, a quick installation guide, and a S/PDIF cable.

Not only is a Company of Heroes a great game, but that is also awful lot of cables, so all in all I have to say that this is a solid bundle.
As with all XFX cards, this 9800 GTX is also covered by XFX's Double Lifetime Warranty. This warranty covers you for the life of your card, and furthermore, covers a second owner as well, if the 9800GTX is registered within 30 days of purchase on the company's website.