Vanguard might be preventing too much contribution to Roth. You could select what looks like $5500, but because of market moves becomes $5700 and is over your Roth contribution limit. Could you then blame Vanguard for it? Not sure, but I doubt they want to know the answer. The easy route is not to accept anything but a cash contribution to your Roth.
Another point is that you can't avoid the taxes on selling because you're contributing to a Roth. You need to realize the gains first, which is done by selling. Vanguard can't transfer appreciated assets into a Roth directly because that would ignore taxes you owe on those assets. So a second reason you might have to sell first is to figure out how much taxes you owe on the shares.
I think both reasons are driven by IRS rules. Ultimately someone has to sell the shares before they go into a Roth account, and Roth IRA are limited to $5500 contribution per year.