Earlier quoted context omitted.
Not sure that turning the light off is the first thing you want to do when you're bullied. And pretty certain that there's zero PR value in those stories.
They wouldn't just be giving in, it would take less than a day to get up and running on CloudFlare. That is probably worth avoiding $30k bill, especially for a non-profit. As for PR, there absolutely is good will towards organizations that take on censorship. This is the #1 story on HN, so a company stepping in and saying "we got this covered, free of charge" not only shows they are good people, but also gives would…
Now in a way their $ penalty with this attack is not unlike growth. To me it sounds like they invested in their branding and will have a name as a company that can sustain damage and keep its ground - important because their goal is to be credible in bringing content in/out China.
What if they had given in? They'd be yet another victim of an attack sort of linked with China.
I do see a business sense behind what I assumed was their moral stance and I definitely stand by it.