tbh his ordinary, struggling budget hotel has given a handful of guests a discount, and in return he's got worldwide press coverage. I suspect that's the bit that matters more than the sustainability of the model.
Yep, but if he had an online shop, I would understand that, I simply (maybe it is just me) cannot see how/why anyone (being in Fukuoka) would choose that hotel over the competitors (paying the "full" rate I mean) so - maybe - he is increasing the number of people willing to stay there (watched) for 1 $ per night, i.e. something on which the hotel will loose money.