Don't market it as a "database". That scares people. Don't market it as a spreadsheet either, because they'll think it's for financial number crunching stuff which Excel does well.

Now, ask anyone: do you sometimes use Excel for lists and storing information? Try not to say the database word, but if you're with a techie, they'll understand it fine without being scared. I bet you most will say "yes".

Blist tried doing this, but failed for a few reasons. There is without a doubt a need/market to do this, but it requires such a perfected formula mix. I hope somebody does do it.