With many newspapers now jumping into the paywall game, it’s a good time to regroup and think about what really serves your customer.  At Gigaom, that means don’t build a paywall, create a velvet rope instead.  I believe the velvet rope concept  - creating an atmosphere where people want to gain entry and participate – applies to non-media sites as well. No matter your web presence, the goal ought to be getting customers engaged and invested in you with their time and opinions, not merely their credit card.