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I'd rephrase this as: Enabling people to skip the paywall by doing a minimal thing which is a little more than a click.

Behavior design matters and is a great challenge for engineers.

If your phrasing were where this is going I'd have no issues with it, but I think (if this is successful) it's going to be much worse:

"The idea is to create experiences that ... are targeted and clickable enough for brands to actually make money and potentially avoid using a paywall altogether."

The most likely use case is to make pop-over ads 100x more annoying, not to complement a paywall. I would hope user revolts would kill this, but I'm not optimistic...

Not everything is a conspiracy theory. As a start-up we wanted to solve only one problem: giving users alternative for paying for the quality content. Where this leads us we'll see. As a species we already made a mistake thousand years ago when starting to mass produce the food. But today we're here and it's not that bad.

Correction: behavior design matters and is a great challenge for our established banking system, which only wants to deal in Big Money (much like how many start-ups now only want to deal in Big Data).

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