I don't know. There's a lot of buzzword bingo obfuscating what may actually be a good idea. I will simply cut to the chase...
I find the premise questionable : your data is safe with us but not with them. We will be advertisement driven but we don't expect them to want to mine all the data passing through our system.
I find the implementation dubious : super whiz-bang javascript <--> server communications appear to be all the rage these days but I have yet to see why. The only real distributed javascript "applications" I've seen are syndicated moreover.com newsfeeds which do, in fact, deliver the news but at a cost of rendering a machine completely useless in the process. JavaScript may have grown up some over the years, but it certainly isn't anything that I want to write "on top" of.
As an "Internet developer", I am shocked that the only "open source" code available is all NT/Access based. I am further annoyed that, in order to (maybe, hopefully) see documentation, or examples, of any consequence I have to go throught YA register process. I concede that I may be alone on this last one, but I don't really think so.
As someone who might be interested in the issues they are claiming to be tackling, there is a distressing lack of information on their website. It might even lead someone to think that their appreciation of the subject is limited to the idea that privacy is a "growth market".
Finally, as someone who occasionally thinks about how to describe and convey ideas, I think that they need to put a little more effort into presenting their message.