I do agree that it is wonderful to have lens hoods, I also realize back in the day, large format and even medium format lenses hardly ever came with lens hoods. While in modern day 35mm lenses the usefulness can be debatable, and surely some are more attractive than others 70-200 F4's vs 70-200 F2.8's, but for the most part, they are more important as protection than anything else. I always keep my hoods on and hardly ever take them off, unless i'm reversing the orientation for better storage in my cases.
Like others, I think they are keeping them as a "pull through" to get people to buy the L lenses. As for the cases, they are pretty but are not functional. If sigma for a lens half the cost can produce a padded case for every lens, so can canon.