It struck me as a leisure flyer who still enjoys flying that the on board experience is still part of the deal. As economy sinks further down towards the LCC model but you are offered either a single crisp or a cheese sandwich to Moscow with no purchase alternative; whether the possibility to buy on board may actually be a good thing

Imagine being able to pre order proper hot food business class type meals ; premium drinks , choice deserts etc. I presume the cost of running the service would be substantial but has anyone else tried to sell more than Pringles and wraps AKA easyjet? could it be an enhancement to put BA a or its rivals?