Agree that "control" is a much better framing, since it doesn't suggest a need for secrecy and therefore embarrassing/unacceptable/untoward behavior that needs to stay behind drawn window blinds. I'm also fond of "agency" and "digital self-sovereignty" as alternatives.
But fine, I'll be the one to say it: Cloudflare isn't one of the good guys here and as an entity it shouldn't be trusted. It doesn't matter how pure their stated motives appear to be now, or how unmarred their track record is so far. It's a corporation that has control over an ever-increasing share of internet infrastructure, and is susceptible to the same risks as any other tech monopolist basket that we all decide to put our eggs in. Maybe more risky than the others, given how deep in the stack its influence is buried.
What happens when a government forces it to NXDOMAIN porn or put nuisance captchas in front of dissident blogs? Is there some reason people think this one is different?