I didn't expect to have this irritating Medium problem come up in a VC discussion, but it's relevant here, and I 100% agree that companies shouldn't post behind the paywall because it's counterproductive. Presumably, they want every single person to see their posts, and don't care about making $0.40 on a Medium post.

To the companies: make sure that when you post, distribution setting is OFF. This is a kind of dark pattern by Medium, which is why it's confusing, on purpose. What it really means is, distribution exclusively for paid Medium subscribers is off - meaning any person, anywhere, can view it.