There has to be a balance between low maintenance, warranty, and expected engine longevity. I would guess that manufacturers expect about 150k out of each engine, or about 6years of service, and about the end of the 72month loan. After that, replacement with a new vehicle. This keeps customer cost down, while allowing the manufacturer to survive by selling yet another vehicle. Since, aside from cost cutting, most internal components in an engine will usually last longer if maintained accordingly. These are the people that run their vehicles for 200-250k and such. But those people pay more in the long run to maintain it(on average).
So, 10k changes, and pretty good bet expected life will occur within manufacturer design, and lower maintenance costs will apply. This is what I feel sets the schedules for maintenance.