They make the choice whether to serve it or not.
The cost isn't what hardware does the most work. It's what time was spent creating the content. Of course they have the choice whether to serve it or not, but don't mistake the hours put into writing an article with the milliseconds used to serve a request. You're not (not) paying for the latter.
Or, use their site, but the end user always dictate the code that runs on their own machine. If the server don't wish for a user to skimp the mining, make them submit the proof of work result first, then serve the content.
I am, to the extent their server responds to open protocols on the public Internet. It's up to them, not me, to configure what their server sends when. This is literally how the Internet works.
If you think consuming content online without paying anything for it isn't a problem, you're wrong and it's not even debatable [1]. I'm not saying this is a good solution. I'm just pointing out it's not a "fantasy" of a problem.
Solution is the last word to use, there is no problem first off and malware is not how you would solve this fantasy of a "problem".