As long as it is made clearer so that no customers have any misconceptions related to what they are entitled to, like some Steam/Origin customers seem to think they have any kind of rights to "purchased" games, while it is in fact just a terminable service not really different from OnLive (streamed games service). Part of the problem is that services like Steam/Origin act as if you are actually purchasing games from them (even using such terms as "buying" and "purchasing"), but then their EULA and TOS tells a different story. I think it is intentional from them to muddle the customers' understanding of their "rights", because less people would be willing to pay 50-60€ for terminable games.
For some this service model may work better, ie. people who constantly play and buy more and more games and constantly move to newer games. For game "collectors", who might consider games more as a work of art it is not as good.
Anyway, as the article suggested, maybe more and more games in the service model will go to being "free", ie. the money comes either from ads, and/or from micro-payments.