And I have to say, the food was delicious and I find this a very good idea. You decide what you want to eat, and the food is excelent
A lot of "full fare" companies even don't offer meals that fulfil those two conditions. And don't think that if meals or drinks are offered "for free" that they realy are free. You probably paid already much more than it's worth for it when buying the ticket.
So flying "business" with VEX on a one way trip with as much room leg as in the business of a "full fare" company, and with a meal that you decide by your own what it will be, will coast you only about 10 € for the seat and +/- 12 € for the meal. A whole world of difference with the price of some "real" business tickets.