Half the time these days you're lucky if they bother to include so much as a manual in non-console games. Otherwise they just stick in on the disc as a PDF. Well, they tend to stuff the box with ads for other games even if they PDF the manual, but assorted ads ugenerally aren't 'cool', so they don't count.
If I ever get around to making a game, I should totally put it in a nice box, stick in a cool poster, maybe include some sort of custom token or something, you get the idea. :-)