For the same reason that all you can eat buffets have small plates.
They're the kind of places where you order small dishes off the menu, and you can just keep ordering them until you're done. No limit on the number you can order simultaneously, but if you call for the bill when there are uneaten plates they'll charge you some nominal per-plate fee for each one (this isn't for leaving one or two pieces behind - it's for when you order a plate of ten pieces of sashimi and eat two).