How do you spell chutzpah?

If nothing else, the folks driving the pay-wallification of The Times of London and The Sunday Times have the courage of their convictions, recently making it clear, PaidContent,org reports, that not only are they putting up the wall, but they’re also planning to turn search engines away.

That means the sites – which are fine, focused products – could be passing up their greatest customer acquisition opportunity: their content itself. Non-members who reach a story page are greeted by a Times+ sign-up and login overlay, obscuring the article; there’s no taster, no excerpt and no way that anyone will find those articles via search sites.

In poker, they call that “all in.”