MCE is still pretty pricey on long hauls. Maybe a few more people will buy up on shorter flights, especially if they're gold already - it can be as low as $10-15 on shorter flights, so if you have a drink every time you fly that makes it a good deal. Personally I can remember the last time I paid for alcohol when I was alone (I drink in the lounge and when I'm gambling and sometimes in F), so I can't personally identify.