Lightning devices will cost more and be "better" so the upsell capacity, and lower cost of initial sale, makes sense.
I'm not sure I follow ... If you're saying Apple should put a Lightning pair of earbuds in the box, I agree, as including an adapter just encourages users to continue using the same cheap technology they have been all their lives. At least if they have to think about buying an adapter they will stop and think about upgrading to Lightning or wireless. If they include a set of Lightning headphones, at least they give the customer an opportunity to actually hear the way their music could sound (a marketing emphasis).
Otherwise, there's likely to be no demand for either Lightning or wireless, leaving the transition in the dust, and adapters dangling (or is that "dongling") off the end of the iPhone for years to come.