This is a pretty common practice in the arts - Louis CK and Radiohead both used this to great effect. Indeed, my recollection is that Radiohead made more money

This is a pretty common practice in the arts - Louis CK and Radiohead both used this to great effect. Indeed, my recollection is that Radiohead made more money on their album In Rainbows doing 'pay as much as you want' than their label paid them on previous records.