I get the impression it's just pissing into the salt shaker. Internet Archive is obviously held together by duct tape (okay, okay, strong and durable duct tape) and personal willpower. Moreover, its main mission is spreading data, not hiding it from others to generate revenue.

Those who don't get the salt shaker bit, here's the original of the ancient wisdom:

https://web.archive.org/web/20060619131835/http://xelios.liv...

Choose any translation:

https://malaya-zemlya.livejournal.com/697779.html

https://personal-view.com/talks/discussion/25915/humor-hacke...

https://www.linkedin.com/pulse/hacker-restaurant-alexander-s...