Evening Standard spin

In the great history of postive spin this surely has to be up there.
Evening Standard editor Geordie Greig has described the paper's move from paid-for to giveaway as an "historic moment and great opportunity".
He gushes on: "The Standard has an exciting and secure future with this new, pioneering strategy of more than doubling our distribution."
So let me get this straight. You can improve circulation by giving the paper away. Why didn't I think of that, it's brilliant.
But, hold on, what about the revenue lost from sales?
The credibility?
Reputation?
Perceived worth?
There's only one way this is going to go.