Individual humans don't care about a proof-of-work challenge if the information is valuable to them - many web sites already load slowly through a combination of poor coding and spyware ad-tech. But companies care, because that changes their ability to scrape from a modest cost of doing business into a money pit.
In the earlier periods of the web, scraping wasn't necessarily adversarial because search engines and aggregators were serving some public good. In the AI era it's become belligerent - a form of raiding and repackaging credit. Proof of work as a deterrent was proposed to fight spam decades ago(Hashcash) but it's only now that it's really needed to become weaponized.
If you make it more expensive to request a documents at scale, you make this type of crawling prohibitively expensive. On a small scale it really doesn't matter, but if you're casting an extremely wide net and re-fetching the same documents hundreds of times, yeah it really does matter. Even if you have a big VC budget.
It works in the short term, but the more people that use it, the more likely that scrapers start running full browsers.
You can do more underneath Anubis using the JWT as a sort of session token though, like rate limiting on a per proof-of-work basis, if a client using X token makes more than Y requests in a period of time, invalidate the token and force them to generate a new one. This would force them to either crawl slowly or use many times more resources to crawl your content.
Anubis helps combat this because even if the scrapers upgrade to running automated copies of full-featured web browsers that are capable of solving the challenges (which means it costs them a lot more to scrape than it currently does), their server costs would balloon even further because each time they load a page, it requires them to solve a new challenge. This means they use a ton of CPU and their throughput goes way down. Even if they solve a challenge, they can't share the cookie between bots because the IP address of the requestor is used as part of the challenge.
Proof-of-work selects for those with the computing power and resources to do it. Bitcoin and all the other cryptocurrencies show what happens when you place value on that.
Saving and re-using the JWT cookie isn't that helpful, as you can effectively rate limit using the cookie as identity, so to reach the same request rates you see now they'd still need to solve hundreds or thousands of challenges per domain.
Regardless of how they solve the challenges, creating an incentive to be efficient is a victory in itself. GPUs aren't cheap either, especially not if you're renting them via a browser farm.
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