A restaurant exists to make money. Full stop.
This is not to say that a chef shouldn't be concerned with passion or creativity. It means that these qualities ultimately have to lead to profits — and that starts with the menu.
One strategy for steering the consumer is simply omitting dollar signs. A number is just a number, but somehow it looks bigger (and scarier) when it's preceded by a symbol. So, many restaurants simply leave out the dollar signs. Of course, 10 is still $10. And sometimes it's even "TEN."