Well, if you are making a custom image, you have total control as the vendor. This means that as part of the installation, you can have your own version of each configuration file, including settings such as allowing root access over ssh.
Another way of thinking of it, someone makes the install iso images. If another person also makes an iso for that distro, they can make all the changes they want before producing the iso [such as software to install, configuration file defaults which may be radically different, all the way to compiling custom versions of software with extra features or features removed.]
For LXC Template images, you can configure a running system, then make a template from it:
https://forum.proxmox.com/threads/migrating-a-linux-install-into-a-proxmox-ve-lxc-container.57219/