An electronics manufacturer created a set of new earbud headphones for cell phones and mp3 players. The headphones were designed from customer feedback and fit expectations for functionality, design, and color options. The latest technical advances and bluetooth technology were applied, as well. This product was then displayed in a generic plastic see-through-clamshell package. When sales don't multiply, the marketing team analyzed where its messaging fell short. What could they readily identify as the main marketing problem?