Cloudflare is a business, and businesses exist to make money. So anything they do ultimately has an ulterior motive of getting more business. Even if it is a loss leader type of service.

However, could it possibly be that there is a company that has decided that they could give back to the community they make money from to push back against the hoovering of all data just because? I currently use no Cloudflare service(s), but small things like this get my attention.