A book bought for its cover still has to survive being opened.

Presentation can win the first minute and cannot do anything after that. A cover, a title, a good opening gets something into your hands, and then the thing has to be what it claimed, or the attractive surface simply becomes a small resentment. This holds for objects, for proposals, and for people who arrive well packaged. Attention is easy to buy and hard to keep.

If you are the one presenting something, put the last of your effort into the part experienced after the decision to look. And if you have been drawn in by a surface lately, give it the second test before you commit further.