New Corp honcho Rupert Murdoch has been known to refer to those running the web as “plagiarists” and “parasites,” threatening to remove all of his content from search engines like Google (especially if Bing is willing to pay up). Many wondered if he was bluffing, but now the process seems to have begun, with the Times Online blocking aggregation of its stories.

Google appears to have reached a deal to placate content providers: users accessing more than five articles via the search engine over the course of a day can be routed, directly from Google, to publisher payment or registration pages. Here’s why that matters at the ground level:

Rupert Murdoch dropped the hint that he was thinking about pulling The Wall Street Journal’s content from Google earlier this week, decrying them and other aggregators as “parasites.” Conveniently overlooked: plenty of News Corporation sites pull content from other sites, some extensively.