Who Owns, Operates, and Develops Your VPN Matters

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."

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.

- 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)

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.

Regarding tracking concerns, masking your IP address is a necessary but insufficient first step to improving your privacy online. ISPs typically don't allow their users to do that per-device in a UX-friendly way. Protecting against browser fingerprinting is something that Mullvad Browser does quite well, thanks to it being a fork of Tor Browser.

As for circumventing geo restrictions, you're absolutely right. We make an effort to get it to work, but ultimately privacy and censorship is much more of a priority for us. That's why we don't advertise it.

Finally, the campaign isn't just about getting more customers. We started Mullvad for political reasons, and now we have the resources to spread that message further. Governments around the world are warming up to the idea of mandatory device-side mass surveillance and backdooring E2E encryption. We're trying to build public opinion against that.

> We're trying to build public opinion against that.

Good on you!

But to be honest; it seems that it would be in Mullvads interest if the US starts requiring “open encryption” for internet services! Then more people would feel the need for VPNs