It's also sold using the same scare tactics that Anti-Virus is sold. By making people think their connections are insecure unless they use a VPN. So it pulls in a lot of the less tech savvy people who will most likely just use it for Netflix and further encrypting their traffic.

I don't think it's a bubble because countries are trying to implement all these weird laws and monitor the internet more and more. The UK for example wanted to introduce identity checks for consuming Porn. They can't do that when you can VPN to some other country.