This is real "free" software
The other side of the coin is that since customers are savvy enough (and have always been) to know that these extra features cost the supplier nothing, they are a nice, easy target during the negotiations when you are thinking about what to buy. (Obv. this is intended for corporate users, not people who just walk into a shop, wave the plastic and walk out with a box under their arm).
When you are buying that $40,000 server - or, more likely, a few dozen of them, nobody actually pays the list price: most customers pay far more, since they will want an integrated package that includes warranty, support, training, installation and that funny "software" stuff - which can cost many thousands but comes on a 10p DVD.
So during the negotiations, the buyer says "we want this, that and the other" to which the salesperson says "'scuse me, I'm just mentally spending the commish" then puts down the latest copy of Yatching World and replies "Ahh, but you'll also want X, Y and Z too" (and picks up the magazine again).
Once the sales person thinks the deal is done, that's when the canny buyer drops the bombshell: "Oh, how about turning on the extra-turbo-whizzy feature, too? It's only a licence key and the feature's already there - so it doesn't cost you anything". Upon the prospect of their 24-footer (!) sailing away from them, the sales person will, at that point, agree to pretty much anything. And if you time the deal to be just before the end-of-quarter, they'd probably give you a go on their new yacht, too. Hence all those "features" are really just no-cost-to-anyone negotiating points.