Cheese room is just a synecdoche for all the frou-frou bs that has nothing to do with footballing yet has seemingly been given higher priority than it.
I'm tired of hearing about it too- because it has nothing to do with footballing whatsoever.
That stuff has everything to do with football. The luxury prawn sandwich stuff is meant to raise the financial level of the club to where we can compete with the elite in wages and transfer dealings.
And yet...