Edit: Total brainfart, apologies; The company sending us private info as a zip was a different thing.
Sending the certificate (as opposed to the private key) via email is fine, since that only includes your public key, which is visible to every site visitor anyway.
(I agree that an automated process based on an open, standardized specification is preferable.)
LE made SSL free, trusted and long-term. You could have made it twice as hard to do the initial setup and people would have jumped at the opportunity regardless.
The former doesn't allow commercial usage, while the latter operates in China. That's probably why it wasn't an option for a lot of people. (That, and the terrible UX at least in StartSSL's case.)
Incidentally, does anyone have a good way to integrate LE with EC2's load balancers?
There certainly seems to have been pent-up demand.