I don't fly domestic very often, so I've only used BOB twice. The first time was in the try-out phase when credit cards were accepted and the lunch price was $7.00. I was very favorably impressed. Yesterday, I had BOB on a similar ORD-SFO flight. No credit card machine, $10.00. My salad was smaller and not as interesting as previously. The roll and cookie are unnecessary. A la carte was not available.
I hope this is not the beginning of a trend.