Not enticing to me. I ads don't bother me and most content I'd watch isn't behind the paywall, so no biggie.
I can't imagine it's enticing to a lot of people. Their biggest point is "no ads." Millions of people already block ads - a point the article never made. So the next incentive is a Google Play Music subscription? To me, that's enticing. It's nice to have a bonus subscription along with my Play Music subscription but I also don't have Spotify premium anymore. Even though Spotify is hurting, I'm sure their numbers are better than Play Music, so I can't imagine that's much of a draw.