We're also in the space, I don't think we're selling useless products, or falsely advertising.
Our customers use our proxy servers to test applications that use your IP address to show you localized content (IP Location, GeoIP, etc). We're in 80+ countries 250+ locations globally.
Being able to switch your location with a browser plugin makes it just a few clicks, and _much_ faster than switching VPN endpoints. You also get to proxy just your browser traffic (or even just traffic against a few specific domains) rather than all the traffic on your machine. So your Spotify/Slack/Outlook connections can all run normally, and you're only proxying the site you want to test from somewhere else.
This change is terrible for us. Especially so because users flipping around between different proxies is a major use case. A user needing to re-enter their credentials for each unique proxy server is much worse than just once.