Given that VPN services are essentially an unalloyed commodity, the only differentiator they can provide is their politics. Mullvad has made this a loud and clear part of their branding (again, because they’re selling a commodity), so to me this seems like a pretty natural counterpart to their business strategy.

In other words: if you use politics to differentiate yourself in a market that lacks natural differentiation, you probably shouldn’t be surprised when your consumers have opinions about your politics. Especially when those politics are, at least on their face, noxious.