Wrong implementation, but nice idea
I can sympathize with what they're trying to do. I've had a great deal of my own writings--most of which are published under a Creative Commons attribute-style license--stolen and posted on other Web sites, sometimes pay-for access sites and sometimes sites with Google ads, without attribution.
It boggles my mind, really, that folks will steal work *even if they are free to use it simply by including an attribution*.
Much as I am no fan of the DMCA, poorly-written and overbroad embuggerance that it is, I have had to use it on many occasions (four times in the last month alone!) when people rip off huge tracts of my Web site wholesale and re-post it on their own sites without attribution, then refuse to attribute it when I contact them. Hell, I've had folks take articles I've written and stick their own names and copyright notices on them!
So I can see the need, and I think the folks who propose this system are trying (for the most part, anyway) to do the right thing. I just think the system they propose suffers from the one, admittedly trivial, little tiny flaw of being completely unworkable.