Hosting locations matter when you are buying network-delivered services. Even if it is trivial to bypass for the user, this one time, jurisdictional risk to the provider is something that you have to consider as a factor when comparing competitors and self-host options.
and when a lot of people are talking about 'self-hosting' they're mostly talking about a VPS they rent from some provider who could vanish just as easily as Proton can. I'd like to see the numbers on how many self-hosting evangelists (I don't mean that term pejoratively. I think self-hosting is great) are actually talking about metal they physically control.
If I don't "self-host", then neither does the corp I work for, with hundreds of machines in other people's DCs...
Everyone has different threat models and resources.
Additionally, if you're on a business plan then you can get a dedicated IP from your ISP or just host in a data center.