Actually, once millions of people were able to download music for free on the internet, there was no going back no matter hard the music industry tried to put that particular genie back in the bottle. If you read the article, it goes on to say that the Europeans are trying to find a new model by letting people download music for free, but charging the websites for the privilege of having the music to download. Something along those lines, anyway. Doesn't make sense to me.
There is no way that good music will be contained to an advertising medium. There will probably remain a split in media, the cheap or free and the vinyl that will remain as the standard of quality. The best will continue to be represented by the best.