They used to be in the business of running honey pots so go figure... 🤔 

Cloudflare was founded in July 2009 by Matthew Prince, Lee Holloway, and Michelle Zatlyn. Prince and Holloway had previously collaborated on Project Honey Pot, a product of Unspam Technologies that served as some inspiration for the basis of Cloudflare. From 2009, the company was venture-capital funded.
Source: https://en.m.wikipedia.org/wiki/Cloudflare#:~:text=Cloudflare%20was%20founded%20in%20July,company%20was%20venture%2Dcapital%20funded