This is the way the dinosaur media will have to go to survive as well. They will have to go to all online pubs and then get paid by ISPs or search engines, who then allow their customers free access.
When you consider millions of on line users forking over 2 bucks a month surcharge for access-in fact I think it will become stautory via an act of Congress a la cable TV statutory licencing-the distribution to the content providers will be substantial. Everyone will make a nice chunk of change.