Are you ignoring the part of that page where if you click sign up, you can create an account for free, and get protection and services for free? Sure, its not everything they offer is free, but enough for most users is.
Aspirational business model goals in 2009 won’t be 100% realized 13 years later. That doesn’t mean the original goal was a “lie”. That word requires intent.
And DDoS mitigation is part of the free feature set. Im guessing some of their largest customers may be kicked off the free tier if they are too much of a resource burden.
I don't think it's terribly surprising that there might be companies out there who charge for things that they think should be free because they can get away with it. That said, in this case it sounds like pretty standard marketing speak, and I tend to be skeptical that anything sounding like that is a genuine profession of values rather than a catchy tagline (which probably explains my lack of surprise at the first thing as well)
Was that a lie?
https://www.cloudflare.com/ddos/ says "Contact Sales"