Hmm, pretty sure every other CC I have when I activate it they do it automatically via telephone system (Barckayds + RBS for exmaple)
MSDW o nthe other hand, make you input info and then sitl lconnect you to a CS rep to sell you everything! on me they tried Bal Transfers, Additional cardholders and payment protection.
Maybe the other companies don't do it as their userbase is much larger and they don't have the staff...