I find the ads rather naughty too. I certainly do not consider most BA snacks to be representatives of the 'high value' being claimed.

In fact, I dare say I prefer to have an option to buy a sandwich on board and I would consider it possibly more value-added than a packet of crackers.

In fact, I would even go as far as to say I prefer Malev wafers to BA crackers/chocolate bars, although crackers/chocolate bars are an improvement on the birdseed.

I am starting to defect to LH from BA for short short-haul flights, because I have not yet flown on any LH flight where they did not offer a sandwich. In fact, they sometimes even offer a sandwich AND a Mars bar (not that Mars bars are anything special, but it's in addition to a sandwich). LH Italia can be even better catering-wise, and they serve wine in economy class in a glass glass. Even the dreaded Scare France served pretty decent food on CDG-LHR.

BA short SH catering in ET has lowered itself to the level of Alitalia and Malev - a crisis, I tell you, a major crisis!