Here was a temptation to prettify a familiar object. Happily, we resisted it. We made the jar square with tapered sides, thereby giving the consumer a saving storage space, providing a jar that wouldn't roll off the kitchen table, and handing the manufacturer a thumping sales advantage. It was another lesson in the basic simplicity of good design.
As unglamorous as it sounds, this is good design. A small change that helped the seller and the buyer make their lives better. Simple as that.