I wouldn't consider this auction release "unprofessional". In fact, I can understand the reasoning behind it, which I imagine the purpose of which is to discover a price-point.
My only problem with the auction concept is that it won't reveal anything in terms of an optimal price-point to Crawlability. What it will do is show them the high point of the demand curve for this particular option (sorry - pulling out some Econ 101). They'll know what the top few percent are willing to pay for the option, but not what the masses will be willing to pay (which is probably a more profitable price-point for them).
If that's what they want to find out they are probably better off doing a simple pricing survey, which can be found in any basic business textbook.






