I agree, it needs some work. There is no sense in trying to fund yet-another-encrypted-messaging-application when other designs could use the help. The one linked here doesn't even say if it will be open source or free or subject to independent code audits, etc.

I thought I read somewhere that it broadcasts only to those subscribed to the broadcaster.

That should be the way it works. You can't send a message to someone unless he's subscribed to you.