Note that the founder is from SeekingArrangement and SeekingMillionaires. It seems like the site is trying to dance along the same grey line between "companionship" and "sex" in the disclaimer on many escort ad sites. So long as it isn't adultery in a state where adultery is illegal, I suppose it would be hard to prosecute. However, if you had such a site and didn't want to draw adverse attention to your business from the relevant authorities or suggest prostitution to the relevant clients, I don't know why you would call it "What's Your Price?".

It reminds me of a quotation variously assigned to George Bernard Shaw, Mark Twain, and others. One verion runs:

“They are telling this of Lord Beaverbrook and a visiting Yankee actress. In a game of hypothetical questions, Beaverbrook asked the lady: ‘Would you live with a stranger if he paid you one million pounds?’ She said she would. ‘And if be paid you five pounds?’ The irate lady fumed: ‘Five pounds. What do you think I am?’ Beaverbrook replied: ‘We’ve already established that. Now we are trying to determine the degree.”