Cost cutting at BA

British Airways have decided to no longer provide a second meal on all flights under shorter flights in their latest cost cutting exercise.
This will affect all flights under 8.5 hours and under 7 hours for premium economy flights.
Do you this is important to people to be served 2 meals and do you think it will deter people from booking with them ?
Personally I don’t enjoy in-flight meals and never choose to purchase them on short haul flights.
Eating in one of the airport restaurants is a much nicer option and kills the time waiting around before boarding. However long haul flights are different because an eight hour flight becomes very boring and you need something to break up the journey so I actually enjoy having the meals served to me even if I don’t eat everything they offer.
I am not sure it will stop their customers booking with them but they may lose business where travel agents choose a different airline for their packages instead.
If I am booking flights for my customers and there is a flight for a similar fare with BA or Virgin for example , I am more likely to choose the Virgin flight because it will be better for my customer.
There are rumours that they may well start charging for in-flight meals. I hope this isn’t the case because the meal and bar service on scheduled flights is all part of the service.
I doubt their regular passengers will be pleased with these changes.