I once had to migrate a good number of web properties off of Cloudflare for a client. They were an agency that had used it as a go-to for many years and many clients, until the CEO of the company stated publicly that they would no longer use cloudflare as a political thing (there had been a news story that Cloudflare was providing ddos protection for some Nazi websites and refused to take them down, or something similar enough).
My takeaway was basically that people use Cloudflare a lot because it is a strong service with a ton to offer at a very low price point. It's a bit like gmail - just very convenient and offers a lot for free or very cheap. Switching at that scale made a significant increase in their monthly bill.
I do applaud people who go out of their way to create alternatives to major services like cloudflare, gmail, chrome, etc. As an individual it can be hard to do though, or at least not always the path of least resistance.