I think the idea is:
* Website gives person a unique code to broadcast on the blockchain to prove they have control over that identity
* 'Approved' services claim things publically about identities (eg age, allowed to drive) which others can use to verify claims
What I don't get is:
* how you know which 'approved' services to trust in the first place
* why you'd want all of that information public
* how it'd fix the original issue