They’re paying for a portion of your attention. They’re slowly building an association with their product such that when you finally get around to buying say a VPN subscription your first thought is “Nord.”
It’s not going to affect everyone the same, for instance my thoughts on VPNs are “anything but Nord”; but they only need a fraction of users to develop a positive association with their brand.
He's using political in the same way that gender/race swapping a character in a film adaptation is "political" i.e. it isn't but they believe using the word veils their misogyny/racism.