I wonder if it's book the cook with extra options or more like QF/BA just ensuring your choice. I've never had a problem with my choice on CX but maybe they will start reducing the number of meals loaded if this pre order comes in.
If that's the case, let's hope reducing wastage = more $ per meal? I voted with my feet at the start of this year and have been flying multiple other airlines in OW and *A in J. So far AA, JL, NH, QR and SQ are all comfortably ahead of CX in the catering department, with QR leading the pack. BA is marginally ahead due to much better booze. No one is behind! I've booked MH for a trip early next year as the routing makes sense, but it could have been CX.
I am sure most customers do not pick an airline because of food. But the combination of appalling catering combined with the steady salami-like erosion of everything has tipped me over. I now treat CX's product as a commodity and shop at all other airlines.
And to illustrate the depths I am plumbing, I am likely to be on UA in a couple of weeks thanks to my recent pleasant experience with AA. This would be unthinkable just 3 years ago.