Testing ideas has nothing to do with determining a business model. Not sure how this relates to WePay's ethics or whether it makes us money or not. Bizarre.
Your business model includes how you're going to cover the costs of market research. This answer boils down to "we're going to trick people into doing it involuntarily for no compensation, throwing chaff into the marketplace as a negative externality", whether or not they think of it that way. Dry testing is just a step short of fraud, and I for one won't deal with anyone who has ever been caught doing it.