Leisure travellers are much more cost conscious and aren't really the most likely customers.
Not all leisure travellers are cost conscious. I have money, I'm on a good wage, I will happily pay extra for the comfort and amenities of first class. I can't possibly be alone.
And the days of businessmen paying top dollar on company accounts are long gone.
And even in standard class, one of the advantages of travelling by train rather than by car is being able to sit and relax with a coffee or a beer.
The staff cost being £0 vastly changes the economics.
The cabin crew are already there, of course, but the staff cost for a full F&B service is not zero.
I strongly agree, despite the obvious need on their Voyager fleet to increase seating capacity in Standard Class.
Removing the shop theoretically added seats by allowing XC to remove luggage racks elsewhere in the train. As others said, putting seats in would have required significant structural work.
But this was theoretical at best, as the driving carriage needed to accommodate the trolley. And, even more importantly, only a complete imbecile would leave their luggage in a part of the train where a) they couldn't see it and b) was right next to an exit door.
If they'd kept a shop they could have run a full F&B service with one staff member. It's not ideal 1st class passengers having to fetch their own drinks, but better than not having anything.
I know passengers often say they prefer an at-seat service, and they do. But running an on-demand at-seat service is impossible. For me, on-demand is preferable to at-seat.