There are reliable ways of differentiating human from cheap, bulk scraping bots.

But if the bot is advanced / expensive enough, it gets a lot harder. Where this product's market sits is in giving a paid way to access content compared to having to spin up bots that run js, from real IP addresses, etc. all of which are more expensive

Agreed. To me this feels like the perfect solution for websites and ai crawlers. Instead of having crawlers paying proxy services and captcha solvers, they can pay the website itself. As a web scraper, I'd happily pay the website provider to get access if it meant easy access to the content. Heck, as a human, I'd pay to avoid the dumb captchas.