They were one of the earliest to adopt bitcoin and monero payments--if they didn't convert all those payments immediately to cash, they're probably sitting pretty right now.
They also have a partnership with Tailscale that can't be undersold.
I'm not sure how much it adds to their bottom line for each sale, but my corp was using the Mullvad VPN addition to tailscale to do global testing by our developers.
IE; "is something blocked, do we detect GEOIP properly" etc;
The Tailscale integration is super handy while traveling. One app to access my home server and my home region.