Main value proposition for non enterprise customers is, easy DDOS protection, edge caching of assets, DNS, domains and recently cloudflare workers which allow easy deployment of static sites. Webmasters and developers are an easy prey to at least DDOS protection and caching, their product is too good to avoid for many. I personally have a problem with cloudflare becoming a gatekeeper but at the end of the day, the value proposition is too good vs setting them up and managing yourself. Too many websites I use everyday have cloudflare in the front, and I just can't avoid them. Only because fighting spam is difficult for many.