It's not a case of expecting or not expecting something like this, but a case of being prepared. I wear earplugs and my eyeshades regardless of whether the lights would be on or not all night. It gives me the assurance that I will sleep regardless of the atmospheric environment.
Granted, I think I'd have been a tad annoyed too, but then again, I've had similar experiences on flights from Europe to the US on carriers who treat their pax very very well. Except in their case it wasn't flogging on-board duty-free items, but rather just a very drawn-out service which left us with about an hour or two just to ourselves.
Just a suggestion from a frequent flier (although you clearly are one too).
S.