Which name is better in your opinion? PIA? Nord? Express? All their web sites look alike as well.

IMO, this https://www.privacytools.io/providers/vpn/ is currently one of the best sources on deciding for a VPN provider. Or you could host your own on a cheap VPS.

But, there are few reasons to actually use a VPN nowadays, there was a discussion on HN a few days back, but I cannot seem to find it at the moment.

Edit: Found it: https://news.ycombinator.com/item?id=23566390

If some of them are no good and their websites look the same, then is that not a good filter criteria?

What about ProtonVPN?

So you would also reject VPN from Purism company?