Cloudflare seems to be trying to do EVERYTHING.
It's why Valve moved into OSes and hardware. If they didn't, Microsoft were holding a nuclear bomb over their heads. It's why Google has a phone platform, because Apple has been replacing the Google apps one-by-one. It's also why Samsung has a parallel suite of apps to the Google ones. It's why the pizzeria makes fries, because they're threatened by the fry shop across the street starting to serve pizza. It's why Uber tried to make self driving taxis. It would be good if the fry shop made only the best fries and the pizza shop made only the best pizza and Valve made only the best game store and Microsoft made only the best OS, but it's a very unstable equilibrium. Does your ISP still give you an email address?