The concept didn’t really make any sense to me until I read this bit:

“Way back in the old days … there used to be people standing on corners yelling, ‘Extra! Extra! Read all about it!’,” says Murray Gaylord, vice president of marketing for NYTimes.com. “The way people get that content now is going to that search engine,” he says. “It is the same model; it is just the way the world has changed.”

Of course!