I don't know what anyone's intentions are but I do know that companies are going around pushing a version of Internet access that serves their interests without bearing much resemblance to the Internet you and I use, and getting out there and telling people "wait a minute, this is our site and you have to follow our rules" kind of spoils the illusion that that's not the case. It seems to me like the Wikimedia Foundation is lending their name to a questionable cause.