I think this is hinting at something much deeper here. Something far more profound. Yea yea monetizing websites without add blocker. Don't get me wrong that is cool. But did he just say practical micro-payments!? By doing proof of work for the benefit of someone else you can send small amounts of value to anyone you want for any reason you want for ~0 transaction cost. The scope of this surely must be greater than the article alludes to.