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An easy answer is that sometimes you already decided not to let players build more of the unit. In ZK you only get one commander, and there's a limited number of geothermal spots. Accordingly, they are the only two cases where morphing is just a straightforward upgrade. The astute reader may have noticed that metal spots are also a limited resource, and indeed mexes used to morph into Moho mines for a short period before overdrive was instated. Here morphing lets you decide to get more mileage while working within the limit.
The flip side of a unit limit is flexibility. RTS is, among other things, about making the correct units to adjust to a quickly changing battlefield. The flexibility of morphing lets players continue making choices about their unit composition in face of a limit. Warcraft heroes, Generals Overlords, and ZK Commanders all present multiple morph choices for this reason. Similarly, in Dawn of War earlygame, forcing the player to choose between Flamers or Bolters for their first tactical marine squad, blindly, would not be good design. Morphing some marines to equip weapons lets players make that choice later, while still having a squad on the field to capture points, scout, and do other tasks that don't yet involve picking a specific unit composition. Then, when you scout Orks? Brother, get the Flamer. The Heavy Flamer. 
What about "inflexible" morphs, where there isn't really a composition to talk about and you just want to add more stats? Say, why doesn't a factory have a +10 Buildpower upgrade? It would be more atomic than a Caretaker, who can also do other tasks such as repair! Or, if I want to upgrade Felon battery recharge rate, I have to either get Convicts and have to pay for buildpower I didn't sign up for, or Thugs with inefficient guns thrown in. Meanwhile, a +15 shield regeneration morph would be atomic while remaining a choice! Part of the answer is that units are physical entities in the world and thus there is more interaction between them. In particular, Convict buildpower and Thug guns nudge the player into using them, which then cascades into the usual complexity of the game when the enemy has to respond in turn. The other part is emergence. Felon wasn't initially designed to work as a standalone unit and get "batteries" added; rather, it was designed to itself be added to a shieldball as a way to spend charge. Batteries are a player discovery, if an extremely obvious one.
An interesting feature of morph is that it provides its own buildpower and can have different tech requirements, which then can be used to adjust the appeal of different options. If you require a unit to be built "normally" then it competes for infrastructure (buildpower, logistics) with other units that you may rather be building. Morphing is a way to avoid this, which makes the unit more attractive, or the usual infrastructure less attractive. To put this in concrete terms: say you want to encourage mobile cloakers, because cloaking is cool. If you require people to build them from a cloaky factory, then sometimes they'd rather build a different factory as a secondary, or if they already have a cloaky factory, they'd rather build a different cloakybot. Morph lets a unit be its own little temporary factory, and the elegance of this is that much like energy requirements, it touches just the infrastructure and not the unit itself. The morphs for mobile cloaker and shield, while originally created just as a way to let them redeploy, fall under this category. We try to avoid this type of morph outside of utility units since infrastructure exists for a reason, and while it is easy to manage it should not be obsoleted.
At the beginning I mentioned Siege Mode as an example of morph. In ZK, a handful of units - for example Crab, Fencer and Emissary - have a soft siege mode where standing still gives them some sort of benefit. They deploy so fast that not doing so would mostly be a matter of not having the APM, so rather than make the players fight the UI by spamming Deploy every time they want to move, the units deploy on their own. To let this happen, there is a deliberate large gap in unit design space where nothing has a deployment mode that would be long enough not to automate, yet short enough to make you miss the automation by being commonly desirable. On the other side of this gap we have Desolator, which can deploy into an armoured form, but it takes long enough to make it a rare decision that can afford to be manual. Thus, unit intelligence, or rather avoiding situations that would create unit stupidity, is what prevents sufficiently cheap morphs from existing.
...right?
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Zero-K Skirmish and Multiplayer Basics 
Introduction to Unit Classes and Factories 
Basic Gameplay / Multiplayer Guide 
Introduction to Basic Economy 
Monospam derives a lot of its power from being easy to manage. The logistics are simple. Just set your factory to repeat-build Scorchers, spam Ctrl+Z to keep them all selected, then repeatedly hit your opponent with them. The Scorchers move at the same speed and want to fight the same types of battles. But mix in more unit types, and it becomes much more complicated. Even maintaining the right mix is a challenge, since different units often die at different rates, and reinforcements take time to reach the fight. A mixed army that loses most of one type has to wait for the build ratios to be adjusted, while monospam can rely on a constant stream of appropriate reinforcements.
Now that we know what makes monospam powerful, how can we avoid it? The first principle is that mixed armies are 'allowed' to be much more powerful than monospam. My gut says 1.5-2x as powerful, but there is no definite value. The principle is great for guiding balance discussion though. For example, say we are thinking about how Rover might counter Fencer. Scorcher is a decent suggestion, but then some theorycrafter objects that Scorcher is solved by mixing in a few Rippers. At this point, we can invoke the principle, and say that Scorcher losing to a mix of units is fine. Forcing your opponent into a mixed army is half the battle, with the other half being to wait for them to succumb to the extra complexity. So we are free to focus on whether pure Scorcher beats pure Fencer.
This is where atomic unit design comes into play. A unit that does one thing well tends to have weaknesses everywhere else, so must rely on other units to cover those weaknesses. Atomic unit design is not a strict rule though, as it often fights the Rule of Cool. This is a hard fight, especially when big units are concerned, but we still try to keep the abilities of complicated units pointed towards the same purpose. Sea has struggled the most with the Rule of Cool, since ships want to have multiple weapons, and the disparate weapons of Siren are a remaining nod in that direction. The worst offender was Envoy, which used to have a depth charge that acted as inbuilt riot support against anything on or below the water.
Commanders, being the opposite of simple, are a constant thorn in the side of atomic unit design. They are upgraded a bit like a composition of units, with each module adding a single weapon or ability, but fight like a single unit. A high level commander is akin to a one-unit monospam, with all the logistic simplicity and self-synergy, so it needs strong counters. This is hard to square with the feel of commanders, but that deserves its own whole article.
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