It would be nice to have a choice, but most of their competition is either priced completely out of the reach of most people, or PAYG with unbounded spending so

It would be nice to have a choice, but most of their competition is either priced completely out of the reach of most people, or PAYG with unbounded spending so you can get hit with an enormous bill out of nowhere, which you don't have to worry about with Cloudflare. AWS or Azure or Google could make their pricing structures as approachable as CFs if they wanted to, and peel off many of CFs small-to-medium scale customers, but evidently none of them want to even try. They only care about scoring whales.