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They handle about 10% of web requests according to this blog post: https://blog.cloudflare.com/why-we-terminated-daily-stormer

If we trust that metric, it seems significant to me. Not what I would call small fish.

Small animals tend to puff to look bigger :) 10% of whole internet on a budget of 50-80M / year is hard to believe.

US ISPs make you think that internet traffic is like gold ;). I get tens of terabytes here in Europe for 10€.