Is it not a fair to assume that Cloudflare, as a company who have made a name for themselves selling various DDoS protection services, realize they're in an arm

Is it not a fair to assume that Cloudflare, as a company who have made a name for themselves selling various DDoS protection services, realize they're in an arms race with the old school way of handling these problems are are pursuing more advanced solutions before the current techniques are entirely useless? It would be easy to point to the irony of saying "instead of supporting Cloudflare's proposals for PATs, use their CDN product for brute force protection" but on the other hand, they employ a lot of experts in this space and might see the writing on the wall in an increasingly adversarial public internet.