What a ride of a read. I was 100% it was phishing and I got really surprised to find out it wasn't.

I only realized it wasnt after googling for the phrase “cloudflare.pay” and finding the announcement on Cloudflare’s own blog, which I trust because it is on cloudflare.com

All the bots including Google’s say it’s a phishing scam site probably, since they don’t know Cloudflare has a wallet product.