The 'market research' that apparently led to this decision allegedly took place at a small hub and from one flight. Market research of course can come to an outcome that the airline wants very easily by the way the questions are phrased.
1. Do you enjoy the inflight meals? - no
2. Would you prefer to have a choice of meals on board? - yes
Or
1. Would you prefer for an inflight meal to be included in the cost of your holiday? - yes
2. Are you happy to choose from two options? - yes
Same questions phrased differently with two different outcomes.