OK, so then this really means:
* Free fruit juice replaced by fancy "premium" fruit juice at 500 yen a cup
* Free cheap coffee replaced by Starbucks at [500?] yen a cup
* Free water and tea remain free
* More F&B offered for purchase (vs. not being offered at all before)

Not necessarily an overall minus unless you like your juice or cheap coffee.

As far as efficiency goes, I think Q Shoe Guy has it right. I envision something like this: someone passes out water and tea, followed by someone taking special orders on an electronic terminal which relays the orders to someone in the galley. I also expect them to accept instant payments by Edy (and perhaps even Suica/Pasmo/ICOCA), with bonus miles for using an AMC card.