GAW:
This is NOT, absolutely NOT throwing money at a problem. This is fair compensation that is very much deserved.
3 dates is not set in stone just what the op mentioned. the thought probably being that one date although takes time might come from pressure/silly suggestion etc. 3 dates is clearly in the ballpark and they shadchan should be compensated.
NO one is making a rule. It is a very smart suggestion. It does not make a Choshen Mishpat obligation unless it would become a wide spread custom which is certainly is not.
The point is that the community would benefit greatly if it became commonplace, and YOSHER dictates that it should become the norm not the unique case.