I'll like to see how it goes. At the surface it looks like they are taking a realistic approach in that they make concessions to the buyers at the same time as they make concessions for a new business model. Its typical price discrimination really. Charge X amount for the semi interested buyer and charge Y for the buyer who is interested outright. If you're an X for this game then you're a winner and if you're a Y you're probably a loser. On balance it is hard to say whether it would work or not, however since most games come in at ~$42 average sale price it does have some logic.
Tease.