[thorax]

It's far more compelling than you think.

There are a number of companies offering this Windows app virtualization layer today in different ways (they actually have a lot of patents on this). Softricity did this and was acquired by Microsoft. Citrix also has their own app virtualization technologies. Symantec acquired AppStream which does this, too. There are some large existing markets for this, though it's vastly enterprise-based.

Streaming apps to your company desktops instead of worrying about what they have installed and how it might conflict is extremely compelling to large corporations, governments, etc.

Baseshield is aiming at the consumer side, probably, but the technology seems very similar to what these other companies provide for the enterprise.