Because youre used to it.
Wait until you are no longer able to buy a motherboard in full one time, but have to "subscribe" to one for a never ending monthly fee that can't ever be paid off. Everything these days it's about selling repackaged garbage or adding new monthly fees for stuff that was always there and hooking people for a never ending revenue stream, I imagine it's only a matter of time before every industry find a way to hook a ball and chain to you. Its the new get rich quick scheme of American capitalism.
Gaming and cell phones are the prime examples. It's all about nickle and diming you on mandatory services and content fees or consumables now rather than buying a product that you can hold in your hand forever. Ink jet printers are given away free, think about that.
Pretty soon the radio in your car won't turn on unless you subscribe to a service with monthly billing.. oh wait it already has... maybe you'll start having to pay monthly fees for use of the back seat next... $30 a month to sit on the car, additional $20 a month on top of that if you want to use the back seat or have more than 1 person.
So yeah, motherboards aren't so bad anymore are they

Cry when you have to pay $15 a month to Asus to be allowed into the BIOS and get your cpu underclocked when your bill is late