All airlines provide free drinks, blankets and pillows in economy class on long haul flights - at least I have never heard of anything else. Emirates now rightly see themselves as an established airline and therefore no longer try as hard as they did in the first years after stating up. On routes where they have little or no competition for them to worry about their service is at best mediocre. As generally with all airlines, they do try harder where they want to impress in the face of competition. That said, the attitude of the actual crew serving your cabin on the day, and to some extent the mix and behaviour of your fellow passengers, will also have an effect. Dubai duty free is in my opinion quite expensive and the airport is quite busy, although perhaps the new terminal wing has opened and taken some of the load off the rest.