2) protecting your browsing traffic from being observed by your ISP (where you may not have much choice), at the risk of it being observed by the VPN company (which you trust).
3) Torrenting without having to worry about fines, nastygrams and other annoyances
4) Bypassing geoblocking
1 + 2 is what the VPNs advertise, but I think 3 + 4 are what people actually use them for.