This is a problem that badly needs to be solved. Advertising revenue is the incentive for news organizations to provide a conduit for malware onto your computer, and there isn't anyone who thinks that's a good idea.

If these guys can solve this problem, get buy-in from publishers, and provide revenue to support good journalism while solving the problem of needing many subscriptions to multiple news sites, perhaps they deserve their 30% vig.

But if they are successful, it's more likely that someone will come along, do the same thing, and only charge 2%.