The New York Times has busted its videos out from the paywalls that guard its written content. The company announced Tuesday that the streaming content will be free, and will no longer count toward the 10-article limit for its online web visitors.

Good move, NYT. Charging for vids just didn't make sense, particularly since the news organization already offers them for free in places like YouTube and iTunes podcasts. But it's not merely a change of heart. It may also be a deeply savvy move for a company that's reportedly very interested in developing its video initiatives.

The move clearly holds a lot of potential for generating ad revenue. The current free videos — which are available for desktop and mobile users — are being sponsored by the likes of Acura and Microsoft. More will surely come knocking, but only if the videos gain strong viewership numbers.

The New York Times' name certainly helps, and the company further hopes to build brands around its various channels — from travel to business and, yes, technology — for star-making vehicles around its roster of columnists and writers. But that can be a tough challenge. A good journalist doesn't always make for a good on-air personality. Lucky for us, this particular worry may not affect tech fans. David Pogue, the NYT's technology columnist, is a genius in front of the camera.

We don't know if there are plans to expand his specific video series, but we hope there are. We'd love to see "60 Seconds with Pogue" move into a longer format.