Provo Trying to Find Unhappy Customers Before Unhappy Customers Find Them

In what should be an interesting model of proactive customer service, Provo has started a new program called iCare to pay bounties for referrals to unhappy current and former iProvo customers. My gut reaction is that while the concept is a good idea, it seems a little over-the-top to actually pay someone for these referrals when the project still hasn't figured out how to turn a profit. Besides, isn't this something better suited to the retailers like MSTAR and Nuvont?