Generally speaking, if you're getting 10k hits per hour from a certain country (such as UBBDev), all from different IP addresses which are spamming pages with bogus traffic, your server may be under attack; in fact, your web host may even be under attack.
There is no doubt they may already know about a burst of traffic, but you should call them directly and let them know to see if there is anything you can do, and ask them what steps you can take to protect yourself from those attacks.
A Content Delivery Network (such as
CloudFlare) generally allows one to set custom firewall rules for your site will allow you to flag different security levels, turn on an "I'm under attack" mode, and generally they even give one free SSL certificates.
