[robbles]

I don't think this service is targeted at tinfoil-hat-wearing types. The original prototype, after all, was intended for sharing the data publically on the web. Making it private and secure would be a totally different product.

[vessenes]

Well, it's clearly not aimed at privacy-oriented people.

But, you imply that's a tiny minority -- I take exception to that viewpoint. Many 'non-tech' types I talk to have a strong aversion to the idea of this sort of information going out broadly because they rightly believe they don't understand the ins and outs. So, the target market may grow quite a lot with a clear and understandable privacy story.