This seems like saying road construction makes driving objectively worse or security guards make a stadium venue objectively worse.

Maybe their point is just privatisation or something.

For example a dns provider like cloudfare just could artificially make latency costs for servers that don't agree with something cloudfare does bigger, which would result in them being less likely to be displayed in a search result because a search engine would have IP adresses faster from other servers. This obviously depends on if a search engine makes dns requests or just provides hostnames for the end user.

Right now.

But everybody is also moving into their castle. Many for free.

They are not allowed to let people do that unless they have an argument that, somehow, this makes money for the owners of Cloudflare. Maybe that's in the form of good publicity. Maybe they're hoping to set up some tollbooths at the castle gate, once enough people are inside and the other options have withered for lack of customers.