CF not only protects them... they have real time intelligence on who is getting attacked, who is paying for it, and all the parameters of the attack (type, volume, duration, etc).
What would your sales team give for leads this hot?
This is credible as "amazon has real time intelligence on all their e-commerce competitors because they operate AWS".
Most enterprises aren't using AWS as a VPS provider. They're going to be using other products like API gateway, ELB, or WAF, all of which expose traffic for easy analysis. Even if for whatever reason they are, the pareto principle applies. They don't need to care about the long tail of e-commerece vendors out there, only the whales. For that, they can just get an intern (or nowadays, LLM) to dump out the disk and manually dissect whatever's on there.