Love the idea... hate the name; hope they can transition to another. The name is crucial because this needs to become a movement: responsible readers and publishers who agree that ads alone are not enough, or not appropriate for all kinds of content.

There are lots of ways paid users could get enhanced service: no interstitials, no ads, enhanced comment privileges, access to new content before an embargo expires, automatic single-page-views, badges to show on their other sites, etc.