They are a very big deal for aviation. My plane uses XM in-cockpit weather products.
SXM carries this (along with a ton of other products) in their stream, alongside the audio channels that most people know. Their agricultural products, aviation products, stock-market feed, fuel-price data, and more, are valuable to various markets who buy specialized displays with the receivers integrated into them.
Aren't you missing the part where they're sending it to you 10,000 feet in the air via a satellite constellation? That's a little more than "packaging". You're free to access the public data by any other means you choose.