Earlier quoted context omitted.
It’s economics: much like with car insurance, the market is a zero-sum game because the quality providers all more or less have equivalent levels of service - thus advertising becomes the most effective way to capture revenue, because prospective buyers don’t generally have complete enough information to e.g. assess a firm’s “operational excellence” or technical qualities on their own.
I don't agree that it's zero sum - this is a niche market that, if it could reach a broader audience, would experience an influx of new customers. That could potentially benefit all the players in the market, though of course it would benefit the company driving the popularisation the most. Personally I think that in marketing like this NordVPN are not trying to convince existing VPN users that their service is bette…
So it is really convincing people they need it. For those reasons...