It's nice that Cloudflare provides their services for free but scrubbing has existed for a long time. With your own address space and an appropriate budget it's not difficult to have Cloudflare/Akamai/AWS announce your IP space with a higher weight than a direct path to your infrastructure. That will give you a little bit more fault tolerance for incidents like these.

That's what we get for externalizing costs. It's not hard to track down sources, but network operators usually let it be, hence the incentives are probably counter-productive.