There is a WHOLE LOT of liquor you are paying for the packaging. But what's really wrong with that? Couple extra bucks on a premium price bottle so it looks nice, fine by me.
By the way I don't think the Patron bottle is anything special or that they are marketing a "cool" bottle.
Check this bottle
http://for-lovers.com/store/tequila/...2js63ki1d0bs16
And the Tequila is fantastic too!