Who cares what IP address the queries come from? We're not talking about anonymity here, we're talking about content filtering via DNS. What matters are the results that are returned to the client.
So your point still stands. Do it yourself; it's educational and fun.
Yet somehow we're the leeches. Gotcha.
Quoting the article you linked:
"The figures given here relate to profits generated by handset makers, not the services ecosystem and potential profits made by app publishers and others..."