An idea whose time has come? India Today's new opinion website tells you how long it will take you to read an article

Time-starved readers (and who isn't time-starved these days?) will rejoice. Each article on the recently launched Daily O, the India Today group's "open to opinion" website, comes with a label: "2-minute read", "4-minute read", and so on. Presumably, this nifty little time-saver will help you decide which piece you want to read, which item you should skip.

Good idea? Bad idea? In any case, an idea whose time, I think, has come.

PS: There are even "zero-minute" reads. Check them out here.