(2) You are assuming a technical level of competence that most people don't have. Even if they do, they often would rather just pay for something simple that works rather than have yet another thing to maintain.
(3) Yeah, Apple would be as trustworthy to most people. But they aren't doing it. A service that doesn't exist isn't a real competitor. I think there's a real potential in this space for a non-shady company, and Mozilla seems like the best candidate.
So what benefit do you get by purchasing VPN access from Mozilla vs. directly from mullvad? I don´t see any from a security/trust perspective.
Also everyone is writing Mozilla wrong around here. It´s not Mozilla. They changed it to Moz://a. How much did that rebranding cost? Was that money well spent? So many bad decisions.