> I can hardly imagine there being so many more big companies in the UK, so it's either cargo-culting webscale deployment in the UK, or usage of more conservative stacks in France and Germany?

Maybe our countries are just small enough to not be overwhelmed by traffic? Most websites I've built and launched for Spanish national companies, that only have other Spaniards as users and customers, haven't needed any CDN at all, because you don't suddenly get 1K req/s. Meanwhile, launch a global website in English, that even get the slightest amount of popular, and all of a sudden you reach 1K req/s very quickly. Add on top that people usually don't even give two cents about performance, and adding CDN on top as a saving grace seems like an easy tradeoff.

So, why add a CDN when you don't need it? :) Probably 80% of everything I've ever deployed never needed a CDN in the first place, but I also save it as a thing in my toolbox to be used sparingly, rather than a default thing I slap on top of everything.