Marginal Revolution features an interesting – and frankly quite bizarre – case of a shoe company that is doing something similar. Although there is no free option, buyers do have the option to go with the sale price, or to select a higher price. Why would anyone choose a higher price? It’s hard to see. In cases where you are a fan of an artist, or a donor to a charity, and you want your money to reward the people you care about, it makes complete sense. But in this case? It’s got me a little stumped. Maybe it’s just a way to get free marketing (in which case I fell for it too).