... by externalizing the costs to a third party.
In general, I'm really surprised that they published this article. It's like they described exactly the data that somebody working on preventing scraping would need to block this traffic, in totally unnecessary level of detail. (E.g. telling exactly which ASN this traffic would be arriving from, describing the very specific timing of their traffic spikes, the kind of multi-city searches that probably see almost no organic traffic).
I just don't get it. It's like they're intentionally trying to get blocked so that they can write a follow-up "how Google blocked our bootstrapped business" blog post.