Alaska doesn't do special meals because they are generally MORE expensive than regular meals and the logistics are difficult. You've got to make sure the proper meals end up on the proper flights. There is also the problem when flights are cancelled and, of course, when the "SPECIAL" meal somehow doesn't make it onto the flight.

I will leave it to people in the restaurant/catering business to explain, but vegetarian meals are usually more expensive than meals including meat. Cold meals often cost as much as hot meals. For example, I remember that the yogurt, cereal, and muffin breakfast was as expensive as the omelette, hash brown, sausage, and OJ meal at AA. The benefit of the cold meal was less preparation time and fewer FA's required.