Yes true, however do you want a BAA focus where people are enticed to part with as much money as possible between security and gate or a London City where the brief is to get you on your way with as little fuss and hassle as possible. There is a difference between a noce bar or place to eat and a branch of HMV to part you from your cash.
The only reason LCY is not a shopping centre is due to lack of retail space. In an ideal world they would have you parting with your cash - just like any airport.