Thanks for the contributions, everyone. Some thoughtful comments here. I was particularly interested to read cr0sh's comments about the Mindstorms, Vex, Groves stuff, and the crossover to Arduino. I was dimly aware of the Grove stuff at seeed, but never paid it much mind -- I thought it was designed for classroom environments and that sort of thing, rather than for hobbyists. It hadn't occurred to me that these would actually provide a general alternative to soldering.
The kits I sell, by the way, are for an Uno-class Arduino clone (think "Diavolino" with nRF24L01+ connectors built in), and for an nRF24L01+ shield. I get asked about pre-assembly for the shields, rather than the dev board kits, presumably because there are a lot of pre-assembled options for an Arduino clone, but not so many for a nRF24L01+ shield.
One of the reasons I've resisted moving to sell them pre-assembled is because of what it would do to the prices; I'd be a bit embarrassed to charge that much. Even the shipping goes up significantly, because as a kit they are thin enough to be posted at letter rate, but once you've got headers mounted, not. And my belief is that people who like the nRF24L01+ radios are kind of looking for bang for buck anyway. A cheap radio module with a (relatively) expensive shield kind of defeats the object of the exercise, I would have thought!
But there are other reasons as well. One is that I designed the shield to be flexible in terms of configuration for various modes of deployment: e.g, it's got provision for two set of shield headers, one for the Ardunio shield layout, another for protoboard/breadboard compatibility. It's got a prototyping area on it that you can custom mount things as needed -- I've got a Teensy 3.0 talking through a nRF24L01+ mounted on one of these, for example. Provision for a dedicated 3v3 voltage regulator, or not. Choice of hardware SPI or software SPI (bit banging) connections for the radio module. For HW SPI, choice of using D11-13 for Uno etc., or ICSP header SPI pins (for Mega, Leo, Due, etc.)
So it's not like there is one assembled version. I figure either I'd have to stock all those permutations of configuration, offer just a subset, or offer custom configuration ordering (!). TBH, since I put quite a bit of thought into make it as easy as possible to to assemble with only basic soldering skills (the regulator is the big-ass TO-220 package, for example), I just assumed that just about anyone who was into the hobby would find DIY assembly a no-brainer.
Finally, my thinking was that "makers" would generally prefer tools and components to build their own solutions, rather than buy someone else's pre-packaged solution, if offered the choice. So it never even crossed my mind that many people would be faintly interested in "pre-assembled". But obviously I was projecting my own personal attitudes far too generally. Live and learn! But the whole thing has got me wondering what the composition of the "Arduino hobbyist" demographic really is like. Evidently, not quite as I imagined it... maybe not even close.
Anyway, thanks all once again for the insights. All food for thought.