They decided that if we paid for the printing and shipping and made sure that FLGS made a little something we could get to see the rules. The reason there isn't a free PDF is that Lucas Licensing are really strict and they don't hold the rights to digital distribution, EA does.
But what about the dice roller for the phone or the X-Wing web app you ask then? Two different things, they support a product, they aren't actually the full product. It's also why it's allowed to have PDF's of the character sheets and career sheets.