The article is more of an intro piece for newcomers and doesn't discuss at all the state of the art or where the competition is--the high end of the market is pretty saturated already but the low end is wide open.
There is a bit of a spread in the market, and the specific detection techniques are ofc proprietary and dynamic. Until you have stewed on it quite a bit, it is reasonable to assume everything you can think of has a- been tried b- is either mainstream or doesn't work well c- what working well means is subtle.
Bots are adversarial and nasty ones play the field. Sources of truth are scarce and expensive to consult, and the costs of false positives are felt acutely by the users and the buyers, vs false negatives are more of a slow burn and a nagging suspicion.
I can tell you that as soon as you download Chrome and login to any Google account of yours, the captcha tests are suddenly and mysteriously gone.
Use firefox in full-lockdown mode, and you will be clicking fire hydrants and crosswalks for the next several hours.
My crazy conspiracy theory is that Google is just using captcha as an opportunity to force everyone out of privacy mode, further empowering the surveillance capitalism engines. The intent is not to be effective, but inconvenient.
If they can narrow down the possibilities to quadratic space then you lose.
Marketing indeed. He had me doubting for a while what magic they weren't sharing with the rest of us to avoid countermeasures being developed, but I know better now (working in infosec, seeing what these systems catch, don't catch, and bycatch)
Very few sites are broken by blocking Google's features, incidentally. Even Privacy Badger warns that blocking Google Tag Manager may break sites. It doesn't break anything important.