Etxebarri is incredible (notice anything in my profile pic?).
That's a good point on making the drinks mandatory - I hadn't thought about that before. Not an issue for me, at least in the sense I would've ordered it regardless. But ... my wife would perhaps have not.
In fact, when we ate at Noma in Copenhagen (and other Nordic/Scandic region restaurants), oftentimes I'll do a wine pairing and she'll do a juice pairing. I'm sure they'll be willing to do a non-alcoholic pairing, but then is it reasonable to expect that to be the same price as the alcoholic? I'm almost 100% positive, even at Noma, the non-alcoholic pairings are less expensive throughout the region.
But then, what it all boils down to is, they can price it at this, knowing full well they'll sell out anyway. You know, suckers like me and all.