Exactly what I thought, I decided to make a reservation through their email , so this is my personal feeling.
The restaurant has become a tourist attraction of sorts and to see Jay Fai wearing those goggles and going at it , I think thats a crowd puller, I found the food really really good. It was pricy for thai standards, but I guess you are paying for the brand.
I had a date with me and at the end of it she suggested that its just for the instagram and a one time experience. And there are other restaurants that could pretty much pull off the same thing, and like you said at half price