I'm making some assumptions about the contents of the article, but there's a certain delicious irony to the fact that I can't get past the first paragraph due to the WSJ paywall.
The irony is that the WSJ is effectively (hopefully?) running this same experiment. I don't read non-paywalled WSJ (or Wired etc.) content, because I don't believe in that business model at their price point ($20 / month) but respect their choice to erect barriers to readership [1]. So, the WSJ has effectively chosen to go with a high monthly price, which is the equivalent to Uber's higher per-trip fares. One wonders if the WSJ would make more money with a lower rate plan and a broader audience, either via lower monthly rates or free access for casual readers (with a presumption of later conversion).
[1] I do pay for a few other press subscriptions, but all of them allow some level of across-the-board read-as-you-go trials, which I wholeheartedly agree with, or have a lower absolute cost per month, which I can stomach.