*Pragmatically*, I see 2 flaws in their thesis (as explained on the about page):
>> "The entire network already consumes 10% of global electricity production with traffic doubling roughly every 2 years"
I think the implication is electricity consumption will also double roughly every 2 years, but Moore's law actually operates on approx. same timeline, so traffic can continue doubling at this rate without an increase in energy consumption. *This is why technology is brilliant.* It allows us to do much much more with the same resources. We should want more technological innovation.
>> " These black-and-white images are then coloured according to the pertaining content category via the browser’s native image manipulation capacities"
This essentially shifts some of the burden of computation from the server (PNG compression) to the browser (dithering interpretation). This may save some energy, or it may increase energy as most personal computer processors are much less efficient than server processors, and don't benefit from energy savings from caching. I'm not sure where it nets out, but just solely focusing on reducing server compute time isn't necessarily a path toward sustainability if it shifts more computation to the client.
Very happy to hear if I've misinterpreted the thesis. Again, I commend the technical work itself.