Here's how I think about customer segments:
* Those interested in online privacy
* Those interested in circumventing censorship
* Those interested in a secure network channel from their machine to "The Internet", by which I mean secure from their local ISP eavesdropping on them.
* Those interested in circumventing geographical restrictions.
Due to the nature of the Internet and how its most important protocol (IP) works, changing your IP address is a necessary, but not necessarily sufficient, step in protecting your privacy online. This fact says something about the long term relevance of VPNs, Tor, and similar technologies.
Source: I'm one of the co-founders of Mullvad VPN.