I'm with Land After on this one. If your going to dish out a cheap roll and an awful cup of tea and still charge air-fares at "pre-deli-bag" prices, then you've got every entitlement to have a moan.
The average punter, like myself, would like to see a reasonable attempt at providing a half decent in-flight meal. If it was a reasonable, filling, peanut butter sandwich, then it would get my thumbs up.