I personally would rather pay £10 less and forego a sandwich, but I only fly between Scotland & LHR. I can understand why someone doing 4 hours might want fed something (though I, personally, would fill up before going through airport security, as I like to smoke after I eat - judge away).

But again, this reduction in fare (whether it's perceived or is fact, I'm not sure) is only preferable depending on one's perspective.

The argument that BA has betrayed it's fanbase, or whatever you want to call it, is flawed though - it's a business, nothing else. It doesn't like YOU, it likes your money. The same as every other business in the world.