It will be very interesting to see which way this will turn out. I have to say I am somewhat skeptical. While there might be a million visits (certainly not visitors?) to the site every month, how many separate persons actually make those visits, and how many of those are members? Owners of this site know it, of course, and are basing their calculations on that. Still there must be great many members who just signed up for free for some reason and never returned, or have lost their password and just do not care to renew it. The usual 80/20 rule must be something like 98/2 here, extremely small percentage of members writing most forum posts, for example, I am among them. I find the 50000 paying members goal unrealistic, sorry to say, as the site is good (even though I am not a video watching type person what comes to finding information), but people behave in strange ways when they are asked to swipe their card.
One thing I am sorry about is the paywall closing some useful information links (I assume) I have used elsewhere, like the explanation of diffraction in the technical articles. Also in the past (now) people could leaf (click?) through the site to see what is it all about, now new subscribers are supposed to buy a pig in a poke, relying only on good image and hearsay. Or how is this part going to be handled? Free samples?