I could see this being really good for them if they can get content creators interested independent of their own subscription options.

There are sites that I go to 2-4 times a month (e.g. the Guardian, Wired, The Atlantic) that I'd love to support, but I'm not motivated enough to subscribe to the more expensive ones at $70/year (Guardian), $52/year (Wired, $1/week for the website with adblocker and it's separate from their print+tablet subscriptions), etc. The Atlantic at $24/year is a much more palatable option.

I sometimes feel bad about not being able to support them with ad revenues, but these days I regard even the better ad networks as unmarked minefields.