What do you think of the new "pay what you want" style of business?

As some of you might know, Girl Talk (mash songs artist) puts his albums up online for free and asks that if you want to pay anything for it, you can choose the amount. Now, Sam Lippert, who owns a cafe in Ohio, decided to remove prices from the menu and let people pay what they feel is fair.

For both, this strategy seems to be working, since sales have been high and for Sam, customers have increased by a significant amount. Do you think this kind of “pay what you want” strategy will work and be adopted by other artists/restaurant owners? Is this a plausible venture? Do you like the idea? I do!!

Here is the CNN video about Sam Lippert and his cafe for those interested. It is about 1 min long.