Here's a screenshot of
Radiohead's In Rainbows album official site where you can order the album, either via online download or a CD. Interestingly, when you go to your shopping cart (after selecting download), you'll see that the amount payable is up to the user to fill in. You won't have that option for the Discbox (about $80) though, for obvious reasons.
I think a model like this would work because the value of an album is subjective, and while you may get less from someone who's not a fan, you'll definitely get the opposite from someone who is. And everyone in between, well, they'll probably end up paying slightly more or equal to the estimated price.
Also, what's with all the DRM issues plaguing other online stores, this would be a welcome change for customers. This would also contribute to raising the average 'price' per album.
Note also that the physical copy, the discbox, contains significantly more content. This includes a CD, two 12 inch heavyweight vinyl records, a second CD with more new songs and other digital content, and various artwork and lyric booklets. All encased in a hardback book and slipcase. So the two don't clash, and in the end, what they're really selling is the extra content.
This is reverse psychology at its best. Such genius.
What say you?