>There aren't obvious signs up front that a site is using cloudflare.

You're joking, right?

It takes 2 seconds to click the padlock in your browser, click through once more, and see "Verified by: Cloudflare, Inc". You don't even need to view the certificate.

If 2 seconds and 2 clicks is too much time and effort, it's obviously not actually that important to the user in question.