They are breaking the web, plain and simple. Google with AMP, Cloudfare with their idiotic capchas.
More importantly: no server is obligated to vend data until it falls over and dies, depriving all users access to that data if it isn't mirrored.
I think Cloudflare has honestly done an admirable job of coming up with a novel solution to the problem of loadbalancing and traffic-shedding in a world with a small-but-persistent percentage of hostile actors.
This is the era after the invention of Low Orbit Ion Cannon. Attacks that would previously have been technically sophisticated can now be done with a few GitHub downloads and either many volunteers or many compromised machines.