This is PR and the comments are astroturfed to absolute hell. VPN is the most heavily advertised business I am aware of. There are a lot of reasons to mistrust this behavior.
1) it doesn't cost mullvad very much to not autorenew subscriptions. People dont forget to renew their subscriptions to a service that breaks your connection to youtube when you forget to pay. It's closer to the world of warcraft model.
2) Customers are now rightfully wary of renewing subscriptions. Given horror stories of how difficult it is to cancel your subscription to a service, I suspect that you lose upwards of 50% of potential customers if you only offer subscription models.
3) No VPN has any incentive at all to "protect your privacy". It is perfectly legal for them to lie to you about not keeping logs and then turn them over to state actors, provided they are operating out of the right state. In fact, state actors would encourage such a thing. Perhaps some of these VPNs do something to protect your privacy, but it is not because they are incentivized to.