I guess EK really is looking at all areas to generate new revenue or (in this case) cut existing costs.

As another example, flying back from JNB - DXB on EK 768 (the 0925 departure).

For the last 2 years the service (in Y) has always been light breakfast after takeoff (croissant, small salad, fruit etc), and then a main meal 2 hours prior to landing in DXB.

This has been "enhanced" and you now get Lunch served straight after takeoff (at 1030!!!) which is the main meal and a small sandwich + brownie 3 hours out of DXB.

You'd probably be up quite early to catch this flight and have breakfast in the lounge/airport. This makes lunch as soon as you takeoff unwelcome as it is not really a time you want to eat so soon after breakfast or leaving you the rest of the flight with next to nothing if you don't eat it.

A bad move all round