One has to mention the Brave browser for comparison: https://brave.com/ -- similar concept but using Bitcoin. The accounting at https://brave.com/publishers.html looks like you as the reader can DECIDE whether you want to issue micropayments to a particular site or not, and publishers don't have to explicitly opt-in beforehand (thereby instantly including all of the web). A publisher won't be able to charge different prices, but a publisher with goodwill (hence users opting on their own to pay that publisher) will make money. This seems like a better execution.