Fingerprinting. This clickbait-ass post links to a puff piece for browser fingerprinting written by and for a web media business whose bottom line would be substantially aided by a positive public perception of browser fingerprinting.
They acknowledge the privacy-damaging elements of captcha, but they don't have a problem with uniquely identifying your browser. This from a company whose default web product is so bloated and abusive that I need a request matrix and a userscript engine just to read its clickbait. Fuck!
Shitting yourself is not better than doing nothing.