I'm not a huge wine lover, but do share your displeasure as it's gotten that bad. I think CX reckons that there is no upside (i.e. winning new customers) from serving excellent food and drink, but they fail to realise that there is downside (i.e. customers switching away) when standards fall far enough. I have recently done 2 long haul flights in BA and QF. BA is marginally better than CX, and QF far better overall. So I reckon they are simply driving standards down to the point where switching starts, then they'll move up slightly.