That is a bit of an eye opener. Doesn't surprise me though. As somebody that has worked as a courier, I always treated musical instruments with kids gloves. Made sure when I loaded the van in the morning, that I loaded the van so no damage would come to an instrument. That isn't as easy as it sounds, depending on how many items there are on the route that day.
What gets me is, retailers use couriers, and they will send the guitars out in the original cardboard boxes.