Did you read the article? They're not talking about just asking a fee for their content. They're discussing attempting to change the fundamental building blocks of content delivery on the Internet. They have no clue technically how to do it, but they sure as hell know how to get laws passed, companies shut down, and move public opinion. These are companies that are used to getting their own way, and they think transforming the modern Internet architecture into something closer to television & cable is a modest goal.