EI do this as well ^

Into the climb, but prior to seat belt signs off, the CC will make an announcement stating that they will soon be starting the in flight service & details of the sky cafe can be found in the seat back pocket....etc, etc.

It does a lot to assure nervous pax that everything is normal & running to routine.

It's a bit like that closing scene in the 1989 movie "Say Anything" where John Cusack's girlfriend played by Ione Skye, is only happy on a plane when the seat belt sign goes off after the initial climb out. If the Captain is happy to turn off the Seat belt sign, well then everything is hunky dory ^

Edited to add....

I do find the announcement about the "change for good programme" a little awkward as it always makes me feel somewhat guilty for not putting something into the envelope. Some CC really go on & on about it, which makes me feel a bit uncomfortable. Most times the announcement is made well into the descent when I don't have access to my hand luggage, to get any change I have left over. So if I did want to contribute, I couldn't get at my loose change.

On the occasions that I have put money into the envelope & handed to a CC member on disembarking the aircraft, it's often been met with surprise. That said though, it's not as bad as on some VS flights, when the CC have come around the cabin actually looking for "change for good" envelopes. Now that really makes me uncomfortable