JIRA should still ship with the "default" features turned on with no projects. However, there should also be other JIRA export files that quickly showcases the full feature set of JIRA and/or alternative uses for JIRA. Some example imports could be:

• JIRA Enterprise MAX - An import with all features utilised with some sample data to make meaningful reports (work load etc)
• JIRA Support - Using JIRA as a support tool, not just an issue tracker
• JIRA Workflow - Using JIRA as a workflow manager. (eg Cases instead of Issue)

I think this will require changes to the import to allow for import files with no license (user would need to get their own trial license).