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I don't disagree with you. I have no idea how the market will react. However...

PhD admissions are highly selective, and terminal MS programs are highly expensive. The Master's degree means you were either a top student (able to pass PhD admissions) or independently wealthy and probably packing serious connections.

When it no longer means that, is it still going to provide the salary bump? Quite possibly, yes. I wouldn't call it guaranteed, though.

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One of the most interesting things about how they are handling this is that they claim they are not lowering admission standards, they are just allowing people who meet those standards but can't participate in the regular program due to having a full time job, inability to move to Atlanta for 3 years, or whatever the reason is.

It will be interesting to see how the market reacts to this degree. Will it be regarded as a masters degree from a top 10 program, or will it be seen as a cheap online degree that doesn't hold the same esteem?

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