Why not? By the time a large project is completed, the economy will potentially be in a completely different place. If you can obtain the financing, this could be a great time to start a project.
I remember last year there was a billboard that read "Full meals on flights...Other airlines are just plane NUTS!" Poking fun at Southwest...haha! who is laughing now?
It can't be much of a differentiator if the free food is crap. Most of what CO serves as free is of lower quality than one might find at an interstate truck stop. As a consumer, I'd be very willing to pay for something that is of higher quality. You get what you pay for, (YGWYPF?? pretty good, eh, kylejack?) and free food ain't good.