Keep in mind that you only pay for the columns you query. The Wikipedia table as a whole is 35GB, but if you only query one column, it might only need to scan a couple of GB. If you can limit the columns you are querying, you can save a lot of money.
If you have a high-traffic analytics app, it would probably make sense to cache some of the materialized results, which are usually orders of magnitude smaller than the source data. BigQuery supports writing its output to another table, but it would probably be even faster for you to cache these results client-side.