Very negative view in the article, but as long as they are open about it to the listener it doesn't seem like it has to be a bad thing. It will provide some incentive for artists to pick tracks that will be popular enough to compensate for the reduced per play-profit, if they do this well, it's also a track that listeners are likely to appreciate. Basically the incentives here align, and as long as they don't start removing the existing mechanisms for discovery, there's nothing forcing artists to opt in to this.