The question is, why would it need to be monetised?
Notch is rich now, and the game is still in beta.
Sales alone have made him and the company more than enough money.
When the full release comes and sales keep flowing it will be one of the more successful games on the market.

So, basically, the article is, "how can I, Mojang, sell out without delivering on content"?

And like the sole comment on that article says, it would break the immersion immensely to stumble across a Mcdonalds in my world.