If you don’t use a CDN at all, the destination IP leaks what site you’re trying to connect to (if the domain is well known). If you use a CDN without ECH, you send an unencrypted domain name in the HTTPS negotiation so it’s visible there. ECH+CDN is an attempt to have the best of both worlds: your traffic to the site will not advertise what site you’re connecting to, but the IP can still be shared between a variety of sites.
It’ll be interesting to see how countries with lighter censorship schemes adapt - China etc. of course will just block the connection.