Most of what people use personal VPNs for is to break some rules, sometimes the law. Circumventing geofencing or content blocking is most likely against some terms of service. VPN services can't really advertise for this, so they talk about evil hackers.
I saw a couple of VPN promos recently where the sponsored YouTube presenter talked about geoblocking circumvention as an important VPN use case. I don't know whether the sponsor thought that was desirable or not (and also don't know whether the sponsor requested it or not).
