e2e means you don't have to worry about transparent 3rd parties keeping secrets for you. It prevents casual abuses of your privacy and sets the bar for violating it (deserved or not)
If size is your only criteria then you might be right, but look at the company policies on privacy. Cloudflare has some pretty specific customer-oriented privacy policies. Comcast's policies are specifically set up to sell you and your information. That's a meaningful distinction and one with some (not much, but some) legal weight in the US.