As VPN usage proliferates such discrimination starts hurting sites more. For example, a VPN may be left on by a user for whatever reason and when the site they visit doesn't work or makes them jump through hoops they are less likely to visit the site in the future or view it with contempt and abandon it a soon as they are made aware of an alternative.

It takes time for sites to realize the danger, especially with mobile users where fiddling with a VPN is often more hassle than its worth and its just left always on. It's often a good idea to impersonate a mobile user agent for this reason as some sites (or perhaps cloudflare?) started treating them differently. The impersonation needs to be done well (SSL and HTTP fingerprints should also match mobile).

Usually, the more expensive the VPN offering the better the reputation of their IP's. Avoid VPNs that have any kind of free tier like the plague.