For the most part I agree, but at the same time we do seem to be taking notes from the US food competitions. I've seen some ridiculous "challenges" that greasy spoons offer, you'd have a coronary just thinking about trying it.
I was slightly disappointed by the video, mostly because how at the start (and end) you see plenty of other interesting looking ingredients, and I thought, "so we're going to use everything there in a sandwich? How will that work?" Then it turned out to just be a few vegetables and cheese.
Agreed - we certainly are going down the American route for portion sizes, and so forth. It's a sad state of affairs! That said I've been known to eat a large Domino's pizza all by myself in one sitting so I'm not exactly in a position to cast aspersions!