This is basically a rule that changed 50+ years ago and is still being grandfathered. The fact that your new range does not give instructions on converting to 3-prong use is a good thing. An end to the madness.
Here is what is going on:
Grounding of branch circuits is a relatively new thing. But it has been around at this point for decades. Due to industry pressure (there are reasons, there is some logic, but by now we should be long past it), 3-prong receptacles for dryers and ovens/ranges still exist. They have 2 hots and neutral and no ground. 4-prong has been around for a long time, and it is extremely likely that your existing circuit already has the ground wire available.
The problem is that under certain unusual, but not impossible and not actually that rare, situations, a broken wire, bad receptacle, etc. can result in a 3-prong circuit going bad in a way that the metal case of the appliance is "hot". That kills people. On 120V circuits in the most dangerous places (any place with water, so starting with kitchen and bathroom) there has been an effective solution using GFCI. But GFCI only recently became available for typical 240V circuits such as dryers and ovens/ranges, and is still relatively expensive. Proper grounding doesn't solve every problem that can go wrong with these circuits, but it does solve a lot of them.
So if a 1978 home likely already had ground, why do you have a 3-prong receptacle? Simple. Inertia.
- First range - 4-wire to match the new house
- Replacement range - appliance company brings it with a still-common 3-wire plug. Instead of swapping the plug/cord (trivial) they swapped the receptacle. Hopefully they left that ground wire sitting inside the receptacle and didn't chop it off.
- Now you get a 4-wire range and instead of switching the receptacle back, you want to change the plug/cord to match the receptacle. Because that's easier.
But easier isn't always the right thing. In this case it is absolutely the wrong thing.
I have to admit that the whole neutral/ground bond thing still confuses me a bit as to exactly how/why it sometimes causes problems if you have multiple bonds. But that's what happens and code has recognized that for decades.
Fix it once and for all
Basically you have no excuse not to bring this up to modern code. It is safer that way. Just do it. And it may turn out to be super easy using the wires that are already there and just changing the receptacle.
As for:
I can't imagine manufacturers selling a range for $5K then letting you know you need $2K of new wiring installed.
That's really not the case here, provided you already have a 40A circuit with appropriately sized wires. But it certainly happens that someone only has a 30A circuit and needs to run new wires/cable. I had that with my Kitchenaid Double Oven 20+ years ago. My electrician was complaining how much the cable cost (even though he passed the cost on to me) and that cable really wasn't hard to run at all, compared to what some people have to go through. But $2K? That sounds a bit extreme, unless you end up needing a heavy-up (panel replacement) to add the 40A circuit.