There is an AP article that clarifies our new kidnapping policy. It turns out that the shift is this: The old policy said the United States could take absolutely no part in a ransom scheme, whereas the new policy has left the following loophole. If a company, like Dow Jones, for instance, wants to negotiate a ransom, the government can be involved in the effort.
In other words they aren't going to tell a private company how to care for their employees. That's cool. But to actively negotiate at the government level is pure insanity.