Why oh why not just introduce something akin to domestic US onboard service i.e. free soft drinks and BoB food? I can handle the food thing as it was rubbish anyway, I can handle charging for booze as that was just crazy offering it for free when they are cutting costs elsewhere, but I find it very difficult to handle being charged for a water / juice / tea on a supposedly full service airline that will continue to charge higher fares than its competitors. It isn't just the £2 it would cost to purchase a drink, it is just the cheapening of the brand and the "experience" that I object to.
I might as well get the Amex plat card, use Priority Pass lounges and forget about loyalty and fly the cheapest carrier, which in most cases won't be BA.