What's ProtonMail up to?

Privacy-first mailbox provider ProtonMail looks to be getting deeper into the email privacy game. Earlier this month they purchased a company called SimpleLogin, whose focus seems to be email aliasing and forwarding; sort of like Apple's "Hide My Email" functionality. The goal seems to be to bring this functionality more natively into the ProtonMail experience. It's good to have a competitor to Apple also seriously focused on privacy and tracking prevention, for those who want the functionality but don't want to be part of the Apple universe. But that percentage of people who will be attracted to this, will they be enough to make ProtonMail a profit?

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