Re: Out of curiosity...
I'm assuming Disciple Media store lots of backend data (be it directly, or they themselves using cloud providers).
Though there are lots of loosely worded "get outs" that allow you to not need to register with the ICO, depending what services you provide and how data is processed - people could just use ICOs own "do I need to register" tool and see what hoops to jump through to avoid need to register.