PC component manufacturers have to keep the reality of the US market in mind when crafting prices.
I spent $369 on the video card. It was the most expensive part.
An Xbox One costs only 50 bucks more.
So they have to give the image of it being a value buy. And they do that by including games in the deal.
But in this case, they are telling customers that they're getting $90 worth of game. When the game is only $10.
A couple decades ago, you'd buy a sound card or CD drive and you'd get a dozen free games. But you paid $300 each for the parts. Got to make it look like a value or else people might get outpriced and move to a console.