So much for one of Rupert Murdoch's early ideas for the WSJ. You might recall his interest in lifting the subscription veil on WSJ.com, figuring that more eyeballs would broaden the paper's audience and influence. More readers would mean more online ad revenue, which would offset the loss of subscription revenues. But the move turned out to be more problematic than he initially thought. He said the paper does plan more free offerings on the site, but that "the really special things will still be a subscription service, and, sorry to tell you, probably more expensive."