Why the micro usb cable doesn't come in the box

When I bought the apple tv the only this that came in the box was the power conector the remote and the apple tv, I been using my apple tv for month or maybe a year and never had a problem, but today when i wake up and tried to turn on the apple tv, it shows that i have to connect the micro usb to my computer to restore. So why when we by the product, if we need that cable why doesn't come with it?

it's one of the most common computer cables out there all smartphones but apples use them for sync and charging
all supermarkets sell them and it's only something you need if something goes very wrong
so it would make much more sense to include a hdmi cable

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