I'm also weirded out by how much ad spend they have. Billboards? Ads on buses? Why? I want my VPN provider to be like the domain registrar Gandi, not super well known, consistent, and no-nonsense.
I am a Proton user now, mostly because I finally realized VPN came with the email service I was already paying for. No complaints.
I can't use Mullvad for several banks in the UK with IPv4 - if I switch to IPv6 in the app settings I sometimes can, but often I have to just disable it completely...
I can't use Youtube anonymously (i.e. without logging in) within the last month or so either, as Youtube very often won't play content due to my IP as well...