I never pre-ordered any food for a flight.
I kind of understand the fact that these orders have to be placed a certain time before the flight, since in some cases it can probably take some time to get the food. I assume it also depends on where you're flying from.

I guess if you did miss the deadline for pre-order it's more or less on you and them offering a free drink is a nice gesture, but then limiting the selection like that seems weird in my opinion.
Also if there is a deadline for the pre-orders, why is it possible to place an order after the deadline? They could just decline the order and tell you that it's too late.