Well that sounds like someone mapped out a strategy that may pay off!
Basically, that strategy is not extremely new... The Milk Carton Kids also placed their two first albums at free disposal, look!
The Milk Carton Kids
I downloaded both for free as well... but they didn't have the name-a-price-thing, just a limited amount of free downloads.
To be honest, I'd love to support musicians but I actually only ever buy CDs at a store - or listen online.
I sadly can't transmit money online and for some reason I would feel a bit guilty without helping them out if they ask for payment.
However, thanks for sharing the info!