Pay what you want: a sustainable business model?

revealingheart writes: As the 2010 comes to a close, this could be remembered as the year that pay-what-you-want pricing reached the mainstream. Along with the two Humble Indie Bundles, YAWMA offer a game and music bundle, and Rock, Paper and Shotgun reports on the curiously named Bundle of Wrong, made to help fund a developer who contracted pneumonia.

More examples include Reddit briefly offered their users to choose what to pay when they were in financial difficulties; the Indie Music Cancer Drive launched Songs for the Cure for cancer research; and Mavaru launched an online store where users can buy albums for any amount. Can pay-what-you-want become a sustainable mainstream business model? — or destined to be a continued experiment for smaller groups?