My first and only experience with the cheese plate was a week ago from DCA to PHX. The guy in the window seat exit row asked to purchase it, the FA told him I had first dibs since I got it for free as an EP. I politely declined and said he could have it and she gave it to him for free since I declined, and told him to pay it forward. I thought that was a very nice gesture on her part. I was impressed by that crew.