I run several programming related e-mail newsletters and have considered this route after seeing the success AppSumo is having with the technique. And anytime I mention I might try it.. I get flooded with responses saying it looks lame/desperate/cheap/etc yet.. they keep retweeting and entering the contests. Argh! :-)
What people say, and what people do are often two different things!
I think this is part of Noah Kagan's genius. He always pushes with what works rather than what people are screaming at him to do/not do. I am not quite so resolute or thick skinned yet ;-)
Meh, just do what works. You will have a vocal minority opposing you no matter what - so just make data driven decisions and be on to the next one.