> Network operators have been licking their chops for some time over the idea of taking their users' browsing data and finding a way to monetize it.
The "1.1.1.1 stops ISPs/Starbucks from selling your browsing history" pitch is untrue and, given Cloudflare's expertise, seems disingenuous.
HTTPS transmits domains unencrypted in request headers, to support SNI. So even if DNS lookups are completely hidden, my ISP can still log all domains I visit by inspecting my HTTP(S) requests.
And the domain log from my web requests is more valuable than my DNS log. Advertisers and data aggregators can see the true timing and frequency of my browsing history, whereas a DNS log is affected by router/OS/browser lookup caching.