SEOmoz's New Homepage Design - Sink or Swim?

[eCopt]

Ok, so most of you visit SEOmoz from time to time as the content there is pretty good, and usually can be classified as verified or reliable in nature.

Recently, they launched a new homepage design which points more emphasis on their Premium Membership and takes from the section that used to be about their site, company, tools etc. They have also implemented a popup for non members and users who are not logged in, which again advertises their premium services.

Do you think it is wise to make a move like this for monetization reasons on a site where people are not used to seeing this type of design and service? Do you think it is worth the money the new services should bring at the risk of pissing off older members? Is it appropriate to monetize a site in this manner when the company already makes ton's of money from the services they provide?

I for one do not spend too much time on the homepage, so the new design there doesn't bother me that much. However, the extreme emphasis on their paid membership has gotten kind of annoying. I am not a premium member and am not against trying it out, however the sudden change of design and usability of the site has kept me from getting one so far.

Who else has one? Is it worth it to you for the $$? Anything in there you absolutely can't do yourself?

Any feedback would be appreciated, I respect all of your opinions.