What if you want both?
I don't want the New York Times to ID me, but I don't care if my wife knows I read it.
I don't want red tube to forget about my all access pass, but I don't want it in my browser history.
the times could switch to genuine browser/device fingerprinting and store that information server side. if they are careful enough so that false possibles are not possible (rather let a few slip through) then they could effectively control how much free access everyone gets.