After years of being accused of playing the role of all four horsemen in the apocalypse of tradition media, Google has just whipped up a feature that may prove to be the answer to paid content newspapers have been desperate for.

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Stupid. The definition of stupidity. Idiotic. Beyond belief. A Disaster. That’s what Steve Brill thinks of media outlets who pass out their wares for free on the web. But lucky for them, all those stupidiotic giveaways will begin to give way to plausible subscription models once Journalism Online is up and running this fall. The engine will provide “one simple way to be a content consumer,” and help newspapers and magazines, you know, make money again.