Can you check in oversize or unusual baggage at the automated kiosks? Skis, large poster tubes, tubas, etc?
Meanwhile, I'm sure HAL benefits from spending in shops airside, but they are also there to provide a passenger service and they (at least some of them) do care about people! It's just not very nice to sit waiting to check in compared to relaxing airside and HAL may, surprising though it is to some, being nice.