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How would using their own servers solve any of the problems listed in the article? In fact, it would make what they want to do impossible.

I think the idea is to blend in with Amazon traffic

How do you propose that they implement domain-fronting to circumvent censorship from their own servers?

Boatload of VMs with constantly migrating IP addresses.

Which then has the problem of how do users find them (if by DNS, you can block the DNS record).

Seems it is enough to be a little creative with side channels.

Service discovery is an actual interesting problem to solve when you don't outsource it to k8s, huh?

In this specific case, or in general? The former has merit, the latter isn't realistically tenable in 2018 for many shops.