It's not obvious whether that is a question or not, but you may replace my word with yours if it makes you happy. To me, it means the same thing.
Those carriers who provide meals without payment at the point of service are hiding the cost of the meal in the ticket in much the same way as they hide the cost of the jet fuel in the ticket. Er, well that's how it used to work! At least your no frill carriers give the consumer the choice of whether they wish to pay for airplane food. With other carriers you pay for the food whether you eat it or not. Which one is the more customer centric approach?