I'm curious how many of those saying 'pay the man' would do so if they were running the program. Nevermind, I bet I know the answer...
That said the whole idea behind it seems flawed but then just about every PPC sponsor developed a rep for doing the same else they wouldn't have stayed in business. The reason I've never used PPC and have little sympathy for those that do whoever the company is. Nobody will pay you more than your traffic's worth. It's also the reason very few companies will pay on a PPC basis these days.