The simple answer is twofold
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Their attack surface is massive. By getting all this data from millions of devices they are fantastic at detecting and finding solutions for zero day attacks. This is a big selling point for enterprise who care about zero day a whole lot
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Free tier also used by IT tinkerers means when the question is asked "what X should we use? What have you used before?" CloudFlare is heads and shoulders above the rest. This is why Microsoft allowed a lot of world to pirate their OS.