It's basicallly just a label they beed to slap to suddenly be avle to circumvent some forms of non-consent. There's also overriding legitimate interest (just as vague btw so it covers everything).
In other words, legitimate interest is a form of rape (what with the circumcenting consent and all)
Paid luches are nice. But if I get the choice between $10.000 yearly more or paid lunches, obviously i'd go for the cash. It's supposed to be a bonus (i.e. free), and not a way to cut corners and undermine your employees.
Maybe it does do the company some good in terms of retention, but counting on "I'll save $6k if I spend $4k on lunches per person on average by cutting pay for new hires" is not a good strategy. Same for ping pong tables, horseraces, pizza parties and whatever else.