And also availability bias. They've thought of a cool scheme, and not thought of anything else they'd want to do more, even if it might pay better. I think this is why some prices on ebay seem unusually low, many on ebay are probably paying themselves less than minimum wage.
But I suspect it was the 'stick it to the Man' aspect that made him put in the effort. I'm gonna work really hard to get something for 'nothing'.