Mullvad knows who their target group is and they implement marketing mix accordingly.
Discussion
Ehh, they know how to sell commodity wireguard, from the same commodity servers as every vpn, and tor browser with barely any innovation,
They barely speak english. Their success comes from the negligence of youtubers, podcasters, and other influencers who are mentally ill to oppress competitors such as us, and shoutout Mullvad. Leading less technically savvy people to think that Mullvad's commodity dribble is anything special.
In fact, if everyone uses Mullvad, then they just become the new ISP. Podcast: https://podcast.simplifiedprivacy.com/mullvad/index.html