For me the benchmark is Mullvad. The experience of throwing money at them is so satisfying, I almost want to do it just for the rare feeling of zero friction.

For me the benchmark is Mullvad. The experience of throwing money at them is so satisfying, I almost want to do it just for the rare feeling of zero friction. If I do want to pay on your website, and it is not as low friction in comparison, I will be considering how much I really want to pay or if I should just give up.