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I see that as offering services that people clearly use and value, and that the bills have to be paid somehow. So as long as proton can deliver the privacy and security features it promises, I personally don’t see anything wrong with providing an alternative when the only other options are built on monetizing your data.
Not only has it already been done, but it happened for most android phones pretty much the model year or two after apple did it. Enough time to get all their snarky ads in, let apple take the heat, and adjust their plans to follow the business model exactly - push people away from included headphones and towards their own +$100 Bluetooth headphones.
And the thing is, I love Bluetooth headphones. I used to love wired but the convenience is just too hard to beat. But everyone is price gouging the shit out of them compared to what it costs to produce. Granted I run mine very hard at probably an average of 10-12 hours a day split between two pairs at work and home, and I got around 10,000 hours out of my AirPods 2 before they died so I definitely got my moneys worth. But I refuse to pay $100 when I can get a knock-off pair for $4 that sound 95% as good with surprisingly similar battery life.