They're dodging paying the licensing fee for people who won't use the BluRay playback feature. Until you download the app and the system is capable of playing BluRays MS aren't obligated to pay. The OG Xbox was even worse in that it required you to purchase the IR receiver/remote to play DVDs for the same reason. The hardware purchase subsidized the cost of the DVD playback license for the device.
Yeah, ok - stop being tight gits then?
Also, if you want to be tight gits at least make it that when I have to wait a few minutes before I can play a disk that it does the whole process automatically and not the broken PoS it currently is.