A side-effect if you're being generous, or primary motive if you're being cynical, of 1.1.1.1 is that CF acquires all the geo info at the expense of everyone else. This puts CF in a particularly advantageous position over DIY GSLB (pushing content providers into using CF), as well as other CDNs of course. Not only that, the privacy policy promises they will not share resolver data with any other party! lol of course they won't -- why would they give up this competitive advantage! It means they are guaranteeing they will not pass on RFC7871 ECS info.
Of course DNS-based geo isn't perfect, and there are other solutions (js pixel timing, anycast, others) but using DNS is still pretty major. Combining it with anycast, as CF does, is surely powerful.
Getting FF to use 1.1.1.1 so that "user's don't have to" is incredible. Someone at CF is getting a huge bonus this year.