The point of the first class food / drinks offering is that until recently, weekday use of first was largely by people who weren’t paying for it themselves. Hence, to them, it was ‘free’.
Potentially a different world now.
In my (admittedly pre-Covid) experience travelling free in First (on a pass so understandably and unarguably not entitled to anything other than tea/coffee/soft drinks & the odd packet of biscuits/crisps) most regular full fare paying First Class passengers weren't that bothered either - being much more concerned about the "ambience". Those keenest to avail themselves of whatever was available "gratis" were the First Advance/upgrade on the train clientele.
As others have posted more eloquently than me it's the ambience that's far more important to genuine business travellers than the "freebies" (alcoholic or otherwise).