But why is it bad for them to push readers to buy coins instead of reading for free? They're a company, not a non-profit organization nor a charity, so of course, they would want to make profits.
And it's not like they totally took away the free rewards for the free readers, they just reduced them, because they want people who can actually afford to spend money to buy the coins, to do so, instead of profiting from the free rewards.
From a business perspective, I can see why they're doing this, and I think it's justified. But I agree with the OP that it needs to be communicated properly to the readers.