I love Mullvad, but I fear that they will become a victim of their own success. The more prominent the service becomes, the bigger priority it will have for intelligence agencies, despotes and ad companies to undermine/hack/subpoena it.
Starbucks snooping is resolved by more ubiquitous technologies like HTTPS, DOH, and encrypted SNI.
It narrows things down immensely, and many IPs will not have many users.