Like having a DSLR with the kit lens welded on
Nope. It's more like having a Canon DSLR that has hardened paint to stop you tampering with the Canon logo to make it look shit.
Rolex make nice looking watches. They would not want their brand to be associated with arbitrary cheap after-market watch faces. Apple are in a position to enforce such compliance, and it's no great surprise that they are doing so.