They way they marketed their VPN early on was the first thing I think. The VPN seemed great the the marketing felt like virtue signalling, I don’t really remember the specifics so it could have been a me thing as. Then the news broke they turned over user data to authorities. I kind of expected it but they pushed the fact that they were in Switzerland like it made them more shielded from that (again kind of a marketing distaste). Then this year there was them accidentally funding a french far right youtuber. A small enough thing to have been a mistake, but also it piles on to the bad feelings. So it’s not antagonism, but it’s an ick.