So is this a new opportunity for someone to fill this need, or this is a really hard service to offer? As per other comments: doesn't seem to be much choice in the space anymore.
Hard service to offer. The guy who originally built this and sold it to Google has posted on HN a few times about the intricacies of the industry.
Also I found this person on HN that looks like the guy you mentioned?[1] Lots of interesting comments for bedtime reading there.
In any case, It's pretty clear that this is not some small insignificant service, which makes this somewhat blazé announcement of it's imminent shutdown (just find another service!) all the more infuriating.