Cotidie - priced out of the market?

On Monday 14th October I had dinner at Cotidie, a fine dining Italian restaurant on Marylebone high street.  Taking advantage of the bookatable offer of a great value £30 three course menu with a glass of sparkling rose. Everything was good the service incredibly slick and the food offered was warming and, to my knowledge, very close to authentic Italian though obviously pimped into something you can serve in a 'less rustic' environment.

The meal ended up costing about £45 per person including service charge - reasonable given the two bellinis we had had before the meal. However, the picture below shows their normal a la carte menu with prices;

With prices for a starter beginning at £12, should the meal not be something almost perfect? Ok, not perfect but exciting? The food on this menu - not the same as the one we were given, another restaurant fails to understand discounting meals - is not particularly groundbreaking. For the price, it lacks.

However, they also had a bottle of Ruinart Blanc des Blancs on their wine list for £95 which is quite good value for champagne in a restaurant, especially one with such a significant mark up on it's food. Could it be that Cotidie has just had bad advice on their wet/dry pricing?

In a fairly central area of London it seems strange for a quality restaurant to have only 7 tables that ate while I was there (from 19:15 to 21:00). Has Cotidie priced itself out of the market? By aiming for exclusivity has it become so exclusive that no one will eat there?