I'll take a deck/book kit over just the deck anyday if the book looks as if it has useful info in it. I don't mean just another RWS interpretation (I'll pass if that is all the book has in it), but if the deck is something unusual I'd rather get the deck and book at the same time. I especially prefer books that cover the symbols, colors, etc. used for interpretations (some just give descriptions and I can see that for myself), and I really appreciate at least a short blurb by the artist that lets me know their feelings and reasoning behind the deck creation.
As far as packaging goes in a kit, I prefer a small box that fits the cards instead of just providing a shrink-wrapped deck and/or a bag. Since this seems to be the trend these day in sets, I just make my own box from the tuck box site, and keep the deck in the box with the bag (if included). I don't have a lot of kits yet, but the Gilded Tart kit is a good example of providing both options - it has a bag and a separate box to fit the cards.
My favorite packaging is the Tarot for Cats - deck in a box, and both the deck and book fit neatly into a thin bookcase-friendly slipcase.