How will VPNs evolve in a world where “virtual private network” is a household word? How can they continue to uphold the basic principles of security, privacy, and an open internet? The big industry trends are clear: awareness, consolidation, and expansion. Trust in ISPs will dip, while awareness of VPNs will soar. Despite their promises otherwise, internet service providers will be unable to resist the temptation of reselling customer browsing data. The value of users’ online history will continue to increase—enhancing pressure on ISPs to diversify their revenue streams by selling user information to the highest bidder. This ever-expanding breach of privacy will concern everyday netizens, and they will look for solutions to reclaim control of their digital lives.