Is packing an item nicely to send on EBAY really ‘Omotenashi’?

 

I enjoy this guy's videos and understand where he is coming from, but is this really an example of 'Omotenashi'?

I don't think it really is and worry that by calling every Japanese 'good service' related event 'Omotenashi' we will

lose sight of the correct meaning of the word and concept.