They seem to be focusing on updating patch levels, but again, completely unclear on what value they're adding.
John, their CTO is the OP, so John can you shed some light on the technical aspects of what you folks announced today? The threads and responses you've received here make it clear that questions abound.
Cloudflare is running a firewall in thousands of nodes in over 100 data centers. As requests are proxied through Cloudflare to the devices, Cloudflare inspects the request and checks them against a list of known attack requests. Orbit customers can additionally create custom rules to detect and filter traffic based on any traffic pattern. When rules are added, they take less than 30 seconds to propagate to all data centers, and then will protect traffic to all devices.
In IoT, attackers use things like Shodan or their own scans to find targets and then target based on target IP, directly. So CF don't have the opportunity to inject themselves in between attacker and victim.
Unless they're cutting deals with ISPs to transparently proxy traffic.
But the whole point here is we're left guessing. The announcement is a drawing of an IoT device with a Cloudflare ring around it. I guess I'm just a bit curious what that ring actually is. Besides a press release.