[s_dev]

>why wouldn't I buy access from them directly?

Because far more people are familiar with Mozilla than Mullvad. Knowing they're the same service is just insight that can save a few euro.

[gmb2k1]

It's not like they're hiding the fact that they utilize mullvad. The price doesn't differ that much also. Currently, it's even cheaper through Mozilla: 4,99$ < 5,00€.

You're right that they have indeed more brand recognition. Basically, the value proposition is: Out of all the VPN providers, we already did the research for you, to pick one that's trustworthy.

[manquer]

Yes, if the product picks up they can build it in-house anytime they want .

They have only spent effort on a reseller partnership till now, so if it fails to pickup not much Engg effort has been wasted either