From their page on SSL [0], it's only for CloudFlare customers.
Also, it's not end-to-end encryption, but from client to CloudFlare - so "your" certificate may have 20+ other CloudFlare clients' domains included.
If you are using CloudFlare it makes it easy to set up, and +1 to them for making it available on all their plans. However, they're not a CA (they use Comodo?) nor a place to get free DV SSL certs (on its own).
On a personal note, I'm not surprised at all by this news. I received and installed a LetsEncrypt DV over the weekend on my Ubuntu/nginx/node DigitalOcean Droplet. So easy - no way a CA can justify selling DVs anymore.
Highly recommend webroot mode with something similar to this[1].
Put that into a cronjob together with service nginx reload and automated zero-downtime renewal is up and running.
There may be some regulation (or suggested guidelines) about high-trust sites (like banks) that are vulnerable to phishing requiring EVs. Otherwise using the Google Safe Browsing API (as they plan on doing[1]) will probably work and is automated.
I can't wait to test it out when the Public beta will start. I am currently in the process of deploying a new webserver at work so I will certainly give this a go.
I just used this feature with them the other day. The way it works is that if you enable SSL on a site passing through them, they'll auto-generate the front-end cert. I believe you can add your own cert for a premium. The back-end cert can be set to validated/unvalidated/unencrypted.