On a certain level it brings the theory and practice of mystery shopping into perspective.
If I needed to go to the location anyway for the products/services they offer, then a $3 subsidy would not be bad. But the companies aren't looking to hire routine consumers but rather folks who would conceivably do 10 per day of these. And the probability of a routine consumer having an appointment to visit the site in the next couple of days and also be a mystery shopper to their expectations is slim, so it has to be a specific trip.
Jobs such as this just seem to me to be preying on the desperate and that in and of itself is ugly.