That you might connect to archive.is directly isn't of any concern. You might also not do that, and they've decided that leaking data about the user isn't what they want to do.
It's not anticompetitive. It's not evil.
Did we read the same article? Cloudflare is treating them, and anybody else that makes the same choices wrt EDNS, differently from the rest of the Internet.
Archive.is is manually having their nameservers respond w/ junk records when queried by Cloudflare’s resolvers.