(This is not meant to suggest that archive.is's DNS response is appropriate, or that CF's setup is inappropriate.)
(Just to check my understanding of ECS: it's an extension to DNS that sends the user's subnet in the request, and gets relayed with the request, s.t. an authoritative server can respond with a geo-location appropriate response/IP.)
That assumes that the nameserver and the actual server are run by the same party which quite often is not the case.
Cloudflare can check if nameserver and the actual server are run by different parties, and if so omit subnet information from EDNS response. It is not hard to implement — Google and OpenDNS used to require manual whitelisting to receive EDNS subnet responses (not sure if they still do).
Cloudflare's CDN leaks user's full online identity to Google via reCaptcha, especially when you use Tor. Maybe they should ask Google to be satisfied with client's subnet too?
How?