No-log was often associated with something only criminals would benefit from, which is entirely wrong. The consumer demand for such policies shows the necessity to minimize data collection at every level. The fact that VPNs are adopting it just proves there is a general demand for privacy centric services that do not collect or monetise user data.
Recently there have been several high profile data breaches, despite the best assurances of companies to keep data safe. Sometimes it takes time to realise the obvious conclusion.