I completely understand this sentiment and agree for the most part. That said, for the specific case of co-location it would be better for the exchange to offer paid access.
The reason is that if the exchange doesn't offer it as a standardized option (and the exchange gets successful enough) being close to the exchange will become it's own pet industry. Only those "in the know" or with the ability to pay them will know the right places to host their bots and in the extreme cases only very rich players will have access as they buy up all the premium real estate.
This happened with the other exchanges, so we can only assume at some level of success it will happen with bitcoin exchanges.