It's a PR nightmare, that's for sure. That department needs to be cleared out without a doubt and better qualified people need to be brought in to manage all facets, especially social media.
But, creating a culture where people can name their price creates more problems. Frankly, I think that there must be flat amount compensation rules. DL can offer that cap all they want to with a high reward for someone giving up their seat, but you know they will find every way possible to find a way around it with fine print, conditions and terms.