Many companies have been experimenting with variations of a "Pay What You Want" pricing schemes. One of the earliest attempts at this type of schemes is Radiohead's 2007 In Rainbows album (fans could pay their price of choice for downloading it). Other businesses picked up the idea - for the longer term (see for instance Panera's PWYW cafes café http://usatoday30.usatoday.com/money/industries/food/2010-05-18-panerabread18_ST_N.htm), or as a shortly lived promotional activity (see for example Gap's PWYW experiment: http://adage.com/article/news/gap-kicks-daylong-online-deal-promotion/149411/). 

In your opinion, how viable is this type of pricing scheme? What type of business would it be likely to work for - if any.