I browse default with javascript off, and if it seems like a website is messed up, I enable it on a per-site basis. Browsing like this is 1) really nice for my laptop battery, but 2) also completely eliminates many of these soft paywalls.
Cycling journalism doesn't pay well and has suffered in recent years. Escape Collective is a group trying to 'go their own way' to provide high quality reporting on their own terms.
So it makes sense for them to paywall it; it's not meant for a broader audience, but people who want a lot of high quality bike news.