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Cloudflare actually presents end users with an authentication page on a regular basis. AWS is strictly behind the scenes. The only time I've ever become aware that a site is using AWS is when reading their engineering blog or spelunking in the dev tools.

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These infinite verification prompts are the reason I no longer consider Cloudflare as an option for business use and would not recommend it to anyone. I know that they are configurable by the admins but they give bad PR to Cloudflare. I am not sure what this company was thinking associating itself with such a terrible user experience.

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