I am one of the developers, so I wanted to respond. Imagine you want to search for a coffee or restaurant nearby. You can now use an app which cares about your privacy by encrypting your location, and encrypting the intent of your food search (maybe you want to seek out only italian, chinese, mexican, or coffee shop places) and the app, sends that encrypted data to the cloud to retrieve an encrypted response back wherein the app, nor the backend service could mine anything about you or your preferences. It just satisfied your request. In such a scenario the app would likely be paid, but the service wouldn't use you as the product to grab all your information...