No more "readers"?

Why The New York Times Doesn't Call Its Readers 'Readers'

"What?"

When I saw this headline in the latest issue of AdAge, I thought, for a moment,
that the Gray Lady had perhaps lost her mind. But I was wrong.

After reading the whole article, you can tell that it perfectly makes sense. 
http://adage.com/digital/article?article_id=137060

Derek Gottfrid, senior software architect and product technologies at the New
York Times is being quoted as saying:

"When we think traditionally about creation [at The New York Times]
it was limited to people within the Times," he said. "We created for
readers ... [for whom] it was a passive experience. But as we moved
online, we wanted to move people from readers to users."

Well, what do you say?