You're mixing software licensing e.g., IP Base with the binary software image.
The way the software is packaged here is that there is a single image, that being the Universal image, which has all the supported features for the platform.
The idea is that you then license the use of the features with either the LAN Base, IP Base or IP Services license. This means you can upgrade the license, but don't need to change the actual software image that runs on the platform.
The way the software was packaged previously, where there was a separate binary image for LAN base, IP base and IP Services, you would have had to load a new binary image and reload the router. This is not required under the current packaging method.
Take a read of the Cisco IOS Software Packaging and Licensing page for more information.
Regards
