This is an old thread, but I think the manufacturers are doing this for two reasons. The first is to market simpler maintenance, and call me crazy but I think it might be a way for them to actually encourage owners to maintain stuff at least enough to keep warranty claims down. I can't count how many mowers I've seen that come in with the original oil, or no oil. I even had one guy who bought a brand new mower, never added the oil that is INCLUDED in the box, and the engine seized shortly after he started it.
I'm sure most of it is marketing, but just like car manufacturers and OLM, part of it is to help the product make it through warranty.