They control the reddest part of your page's heatmap. They inject JavaScript that does whatever they want. If you show up on a carousel result, for example, they inject JavaScript onto YOUR page that makes a left/right swipe navigate to a competitor. There's more, but yes...you've lost control.
Cloudflare doesn't shove a header at the top of your page and JavaScript with unwanted behavior.
I mentioned the carousel problem in another comment. But the default behavior is suboptimal too. That injected header has an [x] button. Users expect it to dismiss the header. Instead, it navigates away from YOUR page, back to Google.
How does Google, etc., caching content and delivering it to users mean that you've lost control of your website?