If they implement this carefully, it just might work to get some of the less-sophisticated computer users taken out of the botnets. One of the major obstacles I see that they will have to overcome is the simple fact that the bad guys will quickly duplicate their pop-up and sucker even more users into the pit.
BUT if they can work that out right and clean up other loose ends, then all the various ISP could duplicate their model and perhaps make a big dent in the botnet business. Hopefully. I seriously think they've got their work cut out for themselves, though.

