In some ways introducing Buy-On-Board on short-haul would be an improvement.
The "take it or leave it" option in EuroTraveller has been gradually diminished for over 15 years and has long been unsatisfactory with inconsistent offerings between LGW and LHR that are quite insubstantial for those who are hungry.
Time to accept the market has moved on and give people who want something substantial the opportunity to pay for it.