How can highlight improve?

I really think that the idea behind highlight app is very great and can be the next big thing. This idea has been implemented by many but still no one has actually cracked it. Why is that so? Is it ahead of the time? Is there no way to make it less creepy? I would really love to see someone doing it the right way. If not someone else maybe I can work on it. I just want to know what can be done to remove the awkwardness of the app?