Cloudflare emphasizes the importance of trust in their business, as customers rely on the company to route their traffic through its network, requiring Cloudflare to decrypt, inspect, and re-encrypt the data. The company also recognizes that not only their customers but also their customers' customers place trust in them, despite not being widely known. To build trust, Cloudflare prioritizes being straightforward in its business model, resisting the temptation to profit from selling customer data, despite potential financial gains.

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