If you want to run a website today you need to either

1) Implement your own authentication to filter out bots, even if the service could be otherwise public (permanently identifying all your users)

2) Pay some WAF provider like Cloudflare to sit in front of your service and send Captcha's (and while you are at it let them man in the middle all your users traffic somewhat defeating the purpose of TLS).

3) Be rich enough to scale your backend to deal with any DDOS/scraper

A cheap way to throttle or drop non-human traffic and bringing back the option of being able to spin up a couple of VPS's and host a website without involving a WAF seems like a cool problem to me.

Of course its more dubious coming from a company that already has the ability to do 3).