I don't think there's anything wrong with artists not wanting to get milked by streaming sites or their labels. Perhaps having the big artists come out in support of this will help struggling artists, who don't have the clout of a Jay-Z or Rhianna.
That being said, LOL @ marketing it as a social change movement, and the only way a regular plebe can participate is by shelling out cash. Most people are cool with paying for Netflix, and a lot of people pay for Spotify for some reason. It'll be interesting to see how this does over the year, compared to what iTunes is planning and Spotify.
I won't go all crazy making the comparison but it's funny how these people never seem to take stances on actually important or controversial issues that matter to people.