I like protonmail and will likely move my domains to it. I don't use it for regular social, dating, or sales emails because it is a privacy brand that creates cognitive friction with people who don't get privacy and security.<p>If I wanted to grow protonmail, I would emphasize users moving domains to it because while the brand has exceptional trustworthiness, anything security and privacy themed runs into the "tacti-cool," problem, where even if it's the best available and used by real operators, it triggers peoples sense of illegitimacy, and depends with users who identify with a "rebel," e.g. "losing" team who are not attractive to other users.<p>IMO, the same problem killed Silent Circle, and the rest of the cryptophone market.<p>When you look at who overcame the tacti-cool problem in security and privacy, the way a brand like arcteryx did it in clothing, Apple's iPhone has done it in hardware, WhatsApp did it for messengers, and protonmail is <i>just</i> on the cusp of it.<p>There is an opportunity to build a new privacy brand that would be as big as a FAANG, and if I were running it, I'd fold protonmail into it.