I guess they are also price matching Vultr, a company missing from the TechCrunch article. I switched to Vultr due to price and was actually pretty surprised how good it was. I must not have been alone...
EDIT: Got to a desktop machine and poked around their site for a few minutes, they appear to offer metadata support (https://www.vultr.com/metadata/) but I don't see anything for user data, which is unfortunate and seems really easy to add.
EDIT2: I can't find specific documentation on how to access the user data but they have a page on cloud-init which makes reference to such an option (https://www.vultr.com/docs/getting-started-with-cloud-init)