If you want to stay at a value resort and still get the normal dining plan, it's a $10/night extra for the updgrade.....which in our case, it was still cheaper to stay in a value + $10/night than to book a moderate.
The counter service plan gives you 2 counter services per day, 2 snacks, AND the refillable mug. The regular dining plan gives you only 1 snack and no refillable mug (along with 1 CS and 1 TS per night).
Ask Disney if you have a pin though because we got the pin where you can stay in a value and get the full plan, so that's what we booked. But you have to ask for the pin, they don't volunteer if one is attached to your name.