On a busy flight, the luggage carousel in the arrivals lounge can be the final straw. You've endured the flight, and now you have to wait for your bag to turn up. Worse still, your bag might look identical to someone else's, and so you have to keep a close watch at all times!
Whoever this group of people is, they've done it right. We can be reasonably confident that nobody else turned up at the airport with luggage that looks like giant sushi.