They start most of their shops at $3. Most of us don't consider $3 worth doing the report, but if you're eating there anyway, the reimbursement might be worthwhile.
But if you ignore them, they do go up. You are gambling that someone else might take it for the low fee.
Everyone has to decide for themselves what a shop is worth. As long as shoppers take some of them for $3, that's what the "opening bid" will be.
Time to build a bigger bridge.