The popover does seem to require entering an email address before clicking on "continue reading".
It actually doesn't, but it's not obvious and although this time I did click on the right button, I know there are at least a few times where I've just closed the tab because I thought I had to register or give an email address or whatever.
Is it even worth trying to differentiate? If you see a modal popover, just close the tab. If it was interesting, it'll get reposted somewhere without the modal.
I guess my reaction is partly just that if a site wants to immediately spam me and try and grab some details, then I don't want to be there.
On a related note, I'm usually a fan of the EU, but the mandatory cookie policy popup must be the worst piece of legislation in the history of the world. Very annoying, and absolutely doesn't solve the problem.