Who Owns, Operates, and Develops Your VPN Matters

Commercial VPNs will go down as one of the greatest money-making schemes of the last decade. Outside of a few specific use cases their sales often rely on leveraging non-technical users' fear of what they don't fully understand.

I have non-technical friends and relatives that have fully bought into this and when I asked why they use a VPN I got non-specific answers like "you need it for security", "to prevent identity theft", or my personal favorite: "to protect my bank accounts".

Not a single person has said "I pay to route my traffic through an unknown intermediary to obscure its origin" or "I installed new root certificates to increase my security."

Long ago, in the era of Firesheep and exploding prevalence of coffee-shop Wi-Fi, consumer VPN services were definitely valuable.

But that was long ago. Now, HTTPS is the norm. The only use cases for consumer VPNs today seem to be (1) "pretend I'm in a different geography so I can stream that show I wanted to see" and (2) "torrent with slightly greater impunity".

I live in Seattle and Mullvad VPN seems to have bought approximately all of the ad space on public transit over the past couple months. Their messaging is all about "freeing the internet" and fighting the power. It's deeply silly and, I worry, probably quite good at attracting new customers who have no need for (or understanding of) VPNs whatsoever.

The way I see it there's four use cases:

- protecting your privacy from your local ISP, WiFi, school, government etc

- protecting your privacy from some forms of online tracking

- circumventing censorship

- circumventing geographical restrictions

If you combine masking of your IP address with a web browser that protects you from various types of browser-based fingerprinting, you are more in control of your privacy online. You get to decide, to a greater extent, who you share very personal information with. That doesn't seem very silly.

(disclosure: I'm one of the deeply silly cofounders of Mullvad)

Hi! Thanks for your deeply non-silly reply; it's nice to (virtually) meet a cofounder.

If you have time, I'd love to hear your thoughts on Mullvad's campaign here in Seattle.

For what it's worth, I suppose my perspective boils down to: the first three issues aren't issues here in town, or can be addressed in more direct ways (we have a wide choice of providers; 1st party browsers and services cover the gamut of tracking concerns; etc). Circumventing geographical restrictions is useful, but -- perhaps understandably! -- doesn't appear to be what Mullvad is advertising on the trains I ride.