It doesn't have anything to do with how much they're paying (if Cloudflare uses the same network for all customers). Most likely, an Asian IP transit provider f

It doesn't have anything to do with how much they're paying (if Cloudflare uses the same network for all customers). Most likely, an Asian IP transit provider found a peer in an IX in LA and decided it was better to "cold potato" the data over there than deliver it to a nearby connection. Or it decided to de-peer for some stupid reason, or a route became "AS best path" to LA despite being actually worse in a way BGP can't figure out, et cetera. Sometimes you can fix this with BGP communities, sometimes you have no control over it and are basically screwed unless you find another transit option that works better for everyone. I've been building an Anycast network all week. Right now my problem is Australia. I make Sydney work better by peering and half the world starts best path routing to it. Debugging these problems is really tricky, particularly in Asia/Pacific, which is full of expensive submarine cables and, frankly, crappy communication monopolies that love to fight with eachother over peering. Basically you need to get a contact to their NOC team and get them to check the BGP routes for those customers. I have no idea how they diagnose, but I myself would ask for some traceroute -A yoursite.com outputs from the people with the weird routing and go from there. Don't expect overnight results, the fix may require another transit hookup or peering agreement.