Exactly! I am not saying that Proton is some kind of virus but lots of folks are screaming "Proton! Proton!" (and "You have to think for yourself!" - Life of Brian) as if it is the only answer for privacy and security.
Riseup exists since about 1999 and is like Disroot non profit with focus on activism. Proton is like some other companies, I think, a response to the Snowden revelations, which is iirc 2013, a time after which self-hosting email (e.g. Mail in a box) became topical for a while and several other new email companies started to pop up.