Has Facebook ever not been hidden behind a login? Because even if that doesn't count as "intelligent & creative publishers", it certainly set a much harder trend to get around than the banners.
I think you two are talking about different things and are both correct. Facebook indeed had a login page back then, but you could use direct links to read public posts. Today it's roughly the same, but when you go to a direct link it shows a "Login Wall" that pesters you to sign up.
