I have to disagree with the majority who've posted, there is some value.
1. These messages are referred to as "banners". Search in the registry for them, they're there.
Value:
I agree that automated scripts and worms will not be affected by changing the banners. However, if you're being targeted for attack by a particular individual, the first thing he'll do is try and find out as much about your server as possible. By not writing the OS and Version information on the wall for him, you've gained yourself some time. If you put some information there that is credibly wrong, meaning that if he does certain other checks or pokes at your machine, and it responds back with information consistent with the wrong information you've provided in the banner, then you've gained yourself even more time. He'll go and get the attacks specific to that OS and version, which most likely won't work on your server.
Time = advantage. The longer it takes the attacker to do anything, the more time you've protected your server.
1. The more work the attacker has to do, the more likely that he'll (a) give up or (b) try a different server.
2. The more time you have to detect him.
3. The more likely it is the attacker has to do a more invasive (more detectable) probe.
4. The more probes the attacker does, the easier to (a) detect him and (b) build a log -evidence- that shows a planned, pre-conceived attack.
5. The more actual attacks he does, the more likely you are to see it, and be able/ready to respond if/when he figures out what you really have.
Let the debate begin!!