BYOB - a deal?

I recently ate dinner with my wife at a local BYOB restaurant. It was nice, the atmosphere was good, the food was above average but not great - we had a nice time. It stuck me that the cost of the food was a bit too high.  

I've noticed that people tend to rave about BYOB restaurants largely due to the avoidance of the charges for high priced liquor. They seem to overlook the increased charge for the food or the amount of money they pay for the liquor they bring along. So, is it really a deal? You bet, because that is the story that people are telling themselves and the story is all that matters. What story are people telling themselves about your product?  

 O.D.O.o.O.D.B.