And to be clear, I've used IVPN and it was a very competent service that performed well. It's only in comparison that it falls short, and that due to how good Mullvad is, and how good of a value Proton is if you already have a ProtonMail subscription.
I like IVPN and how they've been receptive of Nostr. Only other VPN company has been Proton. And IVPN's marketing guy joins a lot of the PrivSec rooms on Matrix. What I don't like is the price. It's one of the most expensive. And also don't like that they use AWS CloudFront CDN to deliver updates.
Those are valid criticisms. In order to be a truly good VPN, the service has to attractive in comparison with the other offerings in addition to being technically competent and reliable.