The article mentions the competition for FamilyLeaf, but does not give any inkling of a clue as to how they'll overcome the competition and really the bigger competition from Facebook. Simply saying their confident it will fill the niche doesn't give me any reason to choose it over the myriad of other services lifted.

I'm also not really in the target demographic, but if someone asked me why they should choose to use this service instead of Facebook, I'd be hard pressed to give them a reason.