If I didn't have BA status I would trade lounge access for £50 per passenger to go and spend in plane food. I don't however see that the airlines can gain much by this type of unbundling. The real cost saving they can achieve by stripping out elements of service is likely to be much less than the perceived value to customers.

The only winners from this type of fare arrangement are going to be corporates seeking to squeeze a few extra pounds off the cost of a trip at the expense of additional misery for their staff.