I think Cloudflare is (for companies already using it) approaching the status of trusted main cloud supplier (which usually would be AWS, GCP, Azure) via which the majority of cloud costs are billed (so you don't have to go through a fresh procurement process).
I think their strategy is: "AI coding means we can build everything. Our infrastructure approach is incredibly quick to build upon, so why not build it all ourselves and then anyone with half a brain will move their stuff to Cloudflare and leave AWS in the dust."
I don't know what you mean by "trusted", but how many times do folks have to go through the same loop?
I'm with OP - a company that wants to insert itself in the middle of everybody's business is not being altruistic, they're playing the long game.