Backing Out of Google

It was not too long ago that sites were falling over themselves to get found on search engines, and particularly on Google. Now an alternative strategy is popping up proposed by increasingly profit hungry news providers. Block Google, providing only the first para of an article, then monetize the clickthrough full article via subscription. Similar to the WSJ's approach, apparently successful. Will it work, or will other sources take over? Google has since responded: no problem.