Rex Hammock is right to gripe about the newspaper turtles pulling their heads in their shells and complaining that readers aren’t paying for the goods papers offer for free online. In that post he runs down some of the drumbeats he’s been hearing:

Here’s the problem with all of those systems: they’ll all be different, silo’d, inconsistent with each other. And doomed to fail for all those reasons.

Here’s the solution: One new system that makes it as easy as possible for readers to pay for the goods, but voluntarily, on their own terms. This new system would turn consumers into customers by giving them the pricing gun. And here’s what’s also cool about it: We’re already working on it at ProjectVRM. It’s called EmanciPay. (Note: when this was written, it was still called “PayChoice”. DS – 1 September 2009)

It’s still early. But it will get a lot less early if some of these pubs stop complaining and put their shoulders (and their wallets) behind work that’s already going on.