When people think of buying multiple things in a package for one price they think of some associated discount. I believe its more then that. I think there is a huge element of convenience with this type of pricing.
Think about gift baskets it would be a pain to construct your own. There are plenty of people that would find this enjoyable but a great deal of people would rather not spend the time. Another example would be tool sets its much easier to buy a set then go out and hand pick tools and construct your own set.
Part of the value of bundle pricing is in the time it saves the consumer. This type of pricing has a great deal of value in convenience.
Here is an article on Price bundling:
http://www.wiglafjournal.com/pricing/2008/01/price-bundling-to-profit/
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