I think it’s a very interesting concept that can be extremely successful for different products/businesses especially on the music front. Some artists have already started to adopt this sort of pricing for their albums (ie:Radiohead,NiN), and have seen great results. Here’s a short excerpt from Jose Fernandez, an economist at the University of Louisville:
“Under certain conditions, for a risk-neutral firm, Pay What You Like pricing could be more profitable than uniform pricing and hence there is an incentive for the firm to use this pricing. For risk-averse firms this incentive becomes even stronger. Additionally, this form of pricing becomes more attractive from a profit standpoint when savings result from eliminating costs related to price setting, especially when the cost of setting a price is large.”