I didn't mean specifically this deal, horrible explanation on my part. I meant people who see success like this and then instantly try and apply the idea to themselves when it's very unlikely to work. For example a small indie developer will never make much off a deal like this. Like people who try to replicate the million dollar homepage, things like that.
Don't think they'd have much to lose from a 1 week pay-as-much-as-you-want deal.