According to the site, "no reasonable offer" will be refused. Which to us sounds intentionally vague—one person's idea of "reasonable" could vastly differ from that of other (more budget-minded) folks. But this is irrelevant to the hotel, who has already budgeted that for a certain amount of rooms (ten per night), for a certain amount of days (56), not much money will be made.
What it will receive instead is more valuable: customer feedback. Similar to Affinia's TLC movement, this is just another chapter in the long, rambling saga of hotels wanting to receive more and better feedback from their guests. To get them to really talk, you have to make it worth their while.
In addition to the prerequisite survey to enter the promotion, guests who actually score a pay-what-you-want hotel room must provide additional feedback on the hotel's amenities and service both during and after their stay.
Additionally, the hotel is using this opportunity to promote other initiatives launching this year—like iPads available in the lobby, free Wi-Fi in the rooms, "Pampered Pooch" program, and new "Urban Room" room type. Undoubtedly, they'll be wanting feedback from the pooches as well.