Ok I got it. I guess I just figured if I was being tortured, there's no way I'd give a false password. I'd give Brinkley the "get my money here asap!" Password.
I'm thinking this probably works something like the Somali pirates though. As in Brinkley has established himself, so the monsters know they can get easy wealth from capturing PCs instead of killing them. Maybe if they kill the PCs after being paid, they know Brinkley won't deal with them again. Or perhaps he'll pass the location of their lair onto the Adventurers Guild. . .
Thought of a cool plot hook--So what happens when Brinkleys assistant begins leaking the names of his most valuable clients to a band of evil adventurers and they begin capturing the clients and holding them for ransom?