Booked a table to celebrate my sons 30th birthday....

Booked a table to celebrate my sons 30th birthday. I dont understand why when booking they ask if it is a special occasion, then do nothing to mark this, not even a happy birthday. My son chose to go out for a special meal for his birthday. He had steak, which looked good but pretty average in flavour. The food was fine, though nothing special. I do however object to the "discretionary service charge", I prefer to decide the amount I will tip. Thought the least they would have done was piped "Happy Birthday" in chocolate or something on his dessert plate, but no acknowledgement whatsoever. Definitely lacking in personal touch