Minefield.
Of course, we get similar here too. e.g. mobile operator landing sites, allowing Virgin (and other paying network's) customers to Virgin installed networks, and access to just travel info for other customers. I have no problem with that per se as it's kind of logical that Virgin and TfL have to have an agreement with each other and they stump up the readies and the safety training/certification etc for it but when you allow commercial retailers to do it in the way suggested... well I can see where smaller and startup can lose out. But e.g. NHS direct could benefit, other information agencies with no commercial agenda - but if you got to, say, BBC for free news, does that unfairly prejudice a news provider who gains revenue from advertising?
Minefield.