CLoudflare just offer great services. Its straight up fact that even their free model is extremely generous. There is no big conspiracy to 'take over the internet' but when the product is good, the product is good.
CloudFlare should be run by the CIA or something - asthonishing MITM opportunities. The only clear sign the CIA is not deeply involved is that CloudFlare is far too competent.
I trust that the current leadership might not do something evil, but they are publicly traded. At some point a group of investors are going to figure out that merging Cloudflare with an advertising network would create a level of user targeting that Google and Facebook could never dream of.
Of course they offer a great product, that's how you create a monopoly.