Something to hide? How about something to protect. I'm overseas in a country that has a strong Chinese presence and a monopolistic semi-untrustworthy goverment owned ISP. I have a VPN profile installed on my wifi router so all my traffic is encrypted from my wifi WAN port all the way back to my home country and a trusted endpoint. If the VPN goes down, my router blocks all traffic until it's back up. Not all VPN users are dark web operators selling raw fentanyl or viewing Netflix from the "wrong" geographical area.
Which is why wide spread use is so important. Same for secure messaging. Same reason why free speech applies to and is protected for everyone and not just selected journalists.
Also recall that multiple ISPs have been caught tracking their users and selling their user’s data.
The expansion of secure connections limited that to a degree, but we know ISPs are still extracting and selling data based on their response to people switching over to encrypted DNS requests.