I agree with you, KLM's home market is of course the Netherlands where the Dutch are used to paying for trivial things like;
*shopping bags
*using the bathroom
*customer service calls
*using your PIN card
and with KLM's site you pay extra when:
*you use the site
*you want to earn 100% miles
*you want to use a KLM credit card
then if you managed to select a fare that earns 100% miles, you:
*pay to call KLM to reserve a seat.
I guess KLM marketing has created a product best suited for their home market. I do not expect it changing anytime soon. They are laughing all the way to the bank.