I would be amazed if AA paid $10 for their Bistro dinner service. You get the following:

1 small sandwich $1
1 bag of chips .50 cents
1 sm bottle of water .50
1 cookie .25
1 bag of nut mix .25
1 paper bag .25
1 napkin .02

Total cost of this meal: $2.77

I am sure they pay less for the above when they buy it in bulk. The breakfast bistro would cost even less.

Throw in an extra $1.00 when they serve you a hot sandwich and it is still way less then the $5-$10 quoted.

International meal service does cost more but so do the tickets.

If the airport shops can provide decent meals between $5 and $10 (and they have to pay for labor and rent), why can't the airlines?