Pay what is fair: One cafe's no price policy experiment.

This popped up on CNN today. A cafe in Ohio is trying to cope with the recession by not pricing the menu and instead asking customers to pay what they think is a fair price for the meal they had. Apparently the owner got the idea from his Bulgarian girlfriend who said that this in common is some areas of Europe.
It sounds like it might be working. Could it actually be a success? Or is it a short term gimmick? How many social anthropologists are showing up to examine this dining out experiment? Is perhaps a loose way of taking a look at our moral compass? What do you think SE folks?

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