Or guitarists are very conservative and tend to not accept anything that doesn't look like a good ol' tube amp.
You don't need to buy anything for it if you don't want to. It comes with all the sounds of the two Amp 1 models and probably some more, plus fx. That covers a ton of ground already even if it might not seem fancy compared to hundreds of amp models on a digital modeler.
BluGuitar wants to sell additional features with the premise that it will give them the funding to do it right, and also to provide some kickbacks to the original creators of e.g a pedal that gets added. I think that sounds pretty fair, considering on the digital modeling side the creators of the original hardware get
jack squat. Pricing is unknown, but you can just not buy them and use what comes with the unit.
We will probably learn more in a few weeks at NAMM.