When the packaging needs support
Buying things like bubblewrap online feels a little bizarre; like buying cardboard boxes online that then get delivered in a cardboard box. It’s all a bit meta for my liking. These days it generally is quicker to put something in your Amazon basket than it is to find a store that still sells what you need.
You probably wouldn’t expect the bubble wrap you buy to be surrounded by bubble wrap in the box to keep it safe. I’m not sure what they thought the extra protection would do. Surely the point of bubble wrap is that it’s good at protecting from bumps, it really doesn’t need anything else.