I realize now that most of what I was remembering was in the comments of the article. I had some other fb friends who run restaurants echo similar notions. But it all boiled down to

"But then, of course, there are the people who complain that your $29 chicken dish is "amazing… but it's too expensive for chicken."

"people complaining" means the owner didn't understand the market. At all. If you don't have enough people willing to pay 40$ for a dish that is only profitable at that price point, then you really shouldn't keep trying to sell a dish like that.