Given that normally you have 30 minutes of taxi time and an hour before the starter is served (at best these days, it was nearly two hours in F to IAD the other day), people will probably have been awake for like five hours before starting their meal on the plane. Most people will have opted to have a substantial breakfast at home/at the airport.
Given that (on both AA and BA), breakfast flights are by far the worst meal offerings, I wouldn't complain at the early changeover to lunch.