Some exceptions to this are in the super dense space where PCI Express and ethernet are virtually on the chip, or solutions from guys like Calxeda, which minimizes power and eliminates the need for any comms box at the top of the rack.
But the company is in the experience business, not the scalping business, so its packages include lots of extras: express security entrances (getting into the Super Bowl can make the airport look easy), preferred on-site parking or private shuttles from hotels, and amazing in-stadium hospitality venues.