New York Times advances weird, self-destructive trademark theory to prop up its paywall: This article at Boing Boing helps explains why paywalls are really, really hard to do.
Some background: the new NYT paywall allows for unlimited free article views for people following links from Twitter. The @FreeNYTimes feed created links to all the NYT stories, which meant that you could read the whole paper gratis, simply by following the feed (presumably, you could also create an index of Twitter URLs that corresponded to all the URLs on the Times’s site, a kind of codex of free backdoors to the paper).
With a paywall, you’re trying to keep some people out, but let Google in…and that’s complicated. It’s like trying to bail out a sinking boat with a big hole in the floor.
I keep wondering if the ultimate solution isn’t to allow Google in by originating IP address only, and lock everyone else out. Then, Google could index the content, but everyone would be prompted to login. As for people coming from Google or Twitter…I just don’t think you can realistically have your cake and eat it too.