YB - Re your: "In fact, I think that's a totally stupid idea....... So they think 100% of the second half of the world will rush to Internet, even if they have $50 monthly income......"
I don't think Ruiz was talking about the "second half of the world". He was talking about the first half of the world.
Only some (~40%?) of that first half have Internet access, and EMMA is supposed to help get that up to 100% of that first half. I.e., get (from 20%) to 50% of the total world population to have Internet access by 2015.
I don't think that goal is stupid at all.