Gap introduces strange name-your-price website

So The Gap has introduced a new website called gapmyprice.com, which allows browsers to make offers on 15 select items, and the site will either accept your deal or it won't. Sure, that sounds cool, why not? So I tried it. The U-Neck Stripe Tee pictured above retails for $19.95, so I offered $10. The site made a counter offer of $11. That's a pretty good deal I guess, except I don't really want any of the 15 items.

The odd nature of the site raises some other concerns, too, other than just toting bland--if not ugly--Gap castoffs. For example: Why these 15 items? Are they the ones that tanked in the real market? If so, why the heck should I want them? If this is Gap's attempt at making a few bucks on things they would normally be donating or destroying, I'm not sure if it reeks more of desperation or greediness. Just give it all to Goodwill Gap, geez.

Also, like in-person haggling, one can get hosed. Like Jessica Wakeman, who wrote this post for The Frisky. She offered $15 for the same T-shirt, ($5 more than my initial offer) and the lowest price the site would give her was $19, only $0.95 off the retail price. This example seems to imply that low-balling the Gap people pays off, but when I offered $5 on a different top with a $59.95 price tag, the lowest it would go was $50. I tried again, offering $20, and the site counter-offered with $30. Weird, and kind of useless. 

I would maybe pee my pants if I could name my own price on items from say, Anthropologie, but the promise of getting a $19 shirt for $11 that I didn't want in the first place isn't that exciting to me. What do you think?