About the Kifi square (the "keeper"): - you can move it by clicking and dragging it up and down - you can hide it either on a specific domain or entirely (see settings accessible by clicking on your picture at the top right)
The reason why you would want to keep it around is that Kifi is also a communication and contextual information tool, and it will show notifications from friends and additional information about the page you're on as you browse the web.
About Kifi friends, we will release next week a new "external messaging" feature that enables you to discuss a page with people without them having to be Kifi users. I think it's pretty cool, stay tuned!
However, beyond direct communication, Kifi gets much better with friends as their keeps will enrich your own search results and soon new discovery features, so there is long-term value for you to have them on :)
Does this make sense? Thanks again for checking us out!