Sure it might well be in Cloudflare's self-interest, but it's still good they're doing it this way. If it was very obviously the best thing to do, other compani

Sure it might well be in Cloudflare's self-interest, but it's still good they're doing it this way. If it was very obviously the best thing to do, other companies would do likewise. The fact that Cloudflare's approach appears novel suggests it's not just simple self-interest.