I suspect the organizers of Chess.com are at the beginning of a cat and mouse game that will produce more sophisticated detection algorithms, which in turn will help develop more sophisticated chess engines.
I bet that for lovers of chess, who want to continue to enjoy their passion, this is a critical problem to figure out.
However, can we expect that in games, sports, arts, humans will continue to compete with each other without any forms of artificial aid? Or should we instead explore now what augmenting human's cognition means for our culture? Starting now might be the only way to creating a framework to ensure success (however we want to define it) in the long run.
I also know from my time at school, cheating is fairly prevalent there - even at top rated universities. Lots of universities have developed fairly sophisticated statistical tools for catching cheaters, similar to what chess.com has.
For better or worse, this could represent a metric for gauging how well that discipline is at detecting active cheaters.
I think clusters of cheating would be especially prevalent in cases where there was a finite pool of positions available, and more people than that who wanted to get a position. If you know others are cheating, it's a pretty strong rationalization for cheating yourself, and the more prevalent the cheating, the stronger the rationalization.