Reported to Google.
@rgbrenner: I think that only shows up when you come from the Google search page, a normal link will just show the paywall with no option to bypass it.
Are sites allowed to show Googlebot the full article but show a paywall to everyone else? I think that's what was meant by cloaking.
EDIT: article is dead.. so can't reply to your question.. but go to: http://www.google.com/insights/consumersurveys/how
and scroll down to "Watch the web answer it":
"On the web, people answer questions in exchange for access to that content, an alternative to subscribing or upgrading."
Also, if you go to: http://www.google.com/insights/consumersurveys/static/consum...
and go to page 4.. you'll see exactly the same screen as your FT image.
Edit: Thanks for the reply. I agree they're saying that the survey product can be used in place of a paywall. But popping up a paywall is still cloaking. There's no indication that this grants you an exception.