They don't even try to masquerade it.
> Users like visiting websites that are expensive to create and maintain, but they often want or need to do it without paying directly. These websites fund themselves with ads, but the advertisers can only afford to pay for humans to see the ads, rather than robots. This creates a need for human users to prove to websites that they're human, sometimes through tasks like challenges or logins.
I find it quite cute that they start with "users" as if it's a user demand but in the next sentence switch to "advertisers" --- the real target population.
As someone who lived in a city fully controlled by organized crime, I can tell you that eventually some people become fanboys of gang-law and start to unironically teach everyone how it’s better and more moral than actual law.