I remember that too since I was on a LAX-LHR the week after the policy went into effect. The guy across the aisle from me was incredulous that he was being charged for a Heineken. The FAs response was "May I ask how much you paid for this ticket ?" to which the pax responded " $ 300 roundtrip" (which is the same I paid for a NetSaaver fare). Her response: "Well, now you know why we have to charge you for a beer".