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Proton is still a for-profit company and has shareholders who expect to to make money. The change is that the largest shareholder of the for-profit company is now a separate non-profit organization. It is still a positive move, but not entirely what the marketing makes it seem.
Google has done price increases the last 2 or 3 years, so they no longer have a price advantage. Samsung also has the same 7 year support window.