Open ubercart/uc_attribute/uc_attribute.module

There are a few options. In my case, I don't want the price at all because I'm adding gift cards and already have the price listed as the name of the option. Currently it appears like this: $25, +$25.00

If you comment out line 751 like this: //$options[$option->oid] .= $display_price;

then the price is completely hidden, i.e. it now appears: $25

If you just want to remove the + sign, then go to line 739 and replace this: $display_price = ($option->price != 0 ? ', '. ($option->price > 0 ? '+' : '') . uc_price($price_info, $context) : '');

with this: $display_price = ($option->price != 0 ? ', '. ($option->price > 0 ? '' : '') . uc_price($price_info, $context) : '');