Smart. With a bit of SEO/marketing, this will become the way consumers judge their internet quality. If connection quality = ping to cloudflare then that puts cloudflare in a very strong negotiating position for peering agreements etc.
Ideally settlement peering would exist for everyone. Cloudflare, like every other sane provider prefers IX routes over PNI since it's less expensive for everyone involved. There really shouldn't be a discussion about whether peering should be settlement free or not.