Why are fine dining restaurants ditching à la carte menus on Valentine’s Day?

Why the hell are most fine dining restaurants in SG not serving à la carte menus on Valentine’s Day?

I originally booked Marcy’s, only to find out their regular menu won’t resume until after the 15th—so I canceled. Then I booked Solo Ristorante, only to discover they’re pulling the same stunt.

What’s with this forced set menu nonsense? I get that it’s a business move, but it’s frustrating for those who actually want to enjoy a proper meal instead of an overpriced, one-night-only “experience.” Anyone else annoyed by this?