They created ECH. It makes what hosts you are visiting exclusive to them and browser companies when in use. You get marginal privacy through less companies being able to harvest your data.

Its marginal because that data is probably sold anyways.

That said, less competitors with the same data drives up the value when it does get sold which benefits, you guessed it, the author which is Cloudflare.

I encourage everyone to read this

https://0xacab.org/dCF/deCloudflare/-/blob/master/readme/en.md

https://stallman.org/cloudflare.html