I think Mullvad's market share is still pretty low compared to NordVPN, which actually cornered the market thanks to their suspiciously large advertising budget.
and egregious marketing material. I think they're the ones who pushed the whole "its about security". I remember Tom Scott turning them down a lot because they wanted him to say that for the $$$ and he refused. Eventually I think they backed down and he got paid and did an ad for them without saying how it "improves security".
I also think this is the scandal waiting to emerge in this space; with what we know from Snowden/CryptoAG/Encrypted message app sting operations etc it is borderline impossible for me to believe not one of the major players is owned by a State level intelligence service.
Kape Technologies, an Israeli firm with ties to Israeli intelligence, owns several well-known VPN companies, including PIA, ExpressVPN, and Cyberghost.