AWS, Azure and Google Cloud all offer competitive alternatives for the small business sector. Personally, I find the actual cost of CloudFlare very difficult to reason about in advance of actual use. This is in part because it's easy to miss a bit of the a la carte model you need.
Full disclosure, I work at Google on the SRE team for Cloud CDN. If you want a credible alternative for the CDN part of Cloudflare, our product is extremely fast. We were all very sad for Cloudflare and watched the whole affair closely, as we've got a few customers that use our services alongside Cloudflare's.