One respect in which more readers is a bad thing is hosting costs, which the OA doesn't mention. Can anybody who knows more about this than me shed any light h

One respect in which more readers is a bad thing is hosting costs, which the OA doesn't mention. Can anybody who knows more about this than me shed any light here? How much more does it cost to serve millions of "freeloading" users per month vs the 100,000 they're dealing with now?