In all honesty... The BoB offering from GVA is ideal.

I'd rather pay for a higher quality sandwich (or higher quality pastry, snack, etc) when I actually feel like it, than receive a by-default sandwich/snack which is low quality anyway and that I might not even feel like eating.

They also provide a complimentary bottle of water (Henniez) to all passengers, which I find being a better service than providing plastic cups.