Alienware, why no more cool stuff?

I'm waiting on my new Alienware 17 and checked out a few "unboxing" videos on YouTube and realized, no longer do Alienware systems ship with cool stuff. When my son bought an M15x years ago it came with a hat, a couple of stickers, a mousepad and a really great leather bound book of instructions. When he got a M17x R4 it came with a mousepad and I believe another hat. Looks like the 17 I'm getting comes with out any cool stuff like that at all.

Sad Panda :(