This I think is the problem the mainline carriers face.
They don't want to look like a loco but they're happy to have a loco standard of service.
At least with a loco you know what you're going to get. Nothing for free but a service where you can buy food if you're hungry.
On mainline if you miss the chance to eat and are hoping to get something on the plane you can be severely disappointed as there is no trolley to buy from.....