For the same reason you trust your ISP? It handles all your internet traffic; and depending on where you live, probably has government-mandated back doors, or is willing to cooperate with arbitrary requests from law-enforcement agencies.
That's why TLS exists, after all. All Internet traffic is wiretapped.
Well, if someone want to cover a large set of psychological profile, they can always have a full range of virtual brands, going from freemium+ to luxurious-esthetics.
And that's why I, personally, rent a VPS, run "ssh -D 9010 myvps" in a background, and selectively point my browser at it via proxy.pac (other apps get socksified as needed; although some stubbornly resist it, sigh).
> I don't understand why so many people are using [Cloudflare].
> "Let us handle all your internet traffic.. you can trust us.. []"
TLS does not help, when most Internet traffic is passed through a single entity, which by default will use an edge TLS certificate and re-encrypt all data passing through, so will have decrypted plain text visibility to all data transmitted.
Yeah, and in your contract with ISP you explicitly agree to file any lawsuit against them in small claims court only. Although you can probably go and complain to FCC about them?
That's why TLS exists, after all. All Internet traffic is wiretapped.