Indeed, they mention that the proper solution is to get their own AS but that it's too expensive (this is what other major websites do). Cloudflare argues that they are protecting user privacy by truncating the EDNS responses, and I believe it's commonly agreed that they're right that this move does so. Archive.is says explicitly that they want this because it's cheaper than an alternative that is available to them. The cost of running an AS is disputed elsewhere in this HN thread. To me it seems clear that Cloudflare has the moral upper hand.