This leads to competition in getting to the airport before everyone else. If you were to check luggage, it really doesn't matter, since you have to wait until all the luggage and all the passengers have been collected on the correct bus. By having carryon only and taking a cab to the hotel, we can arrive an hour or more before all the other people. The same applies to the return trip to the airport. Row 13 is awesome - extra leg room with reclining seats.
Food is the normal airline chow.
They pass out a questionnaire on the flight back for feedback on the hotel, flights and Apple in general.