To care about "where it's going" or "why it exists", we NEED to know "what it is". There are some things for which their purpose or direction is completely unimportant, there are some things for which they are important. To know which "this" is, it is essential to know what "this" is.
The page describes this as the result of blue sky thinking - it seems to me that this is not the result of blue sky thinking, but is itself blue sky thinking. There seems to be no solid description of what it is or does, just some very vague sentiments.
There is talk of it working offline; how powerful must one's personal computer be in order to perform the magnitude of calculations required to accurately predict future actions from past actions?
Do you propose me personally selling the predictions of my future actions to others? And/or sharing these predictions with my friends/family? What purpose is there for me to do either? Other than monetary gain, is there some greater purpose that I might wish to sell predictions of my future actions?
The whole thing seems extremely vague. I think some more concrete examples of how the system would work, and what the benefits are, would be useful.
As a sidenote, the site suggests that the sole purpose of many "free" products is to sell your details and make money from you; perhaps this is the case for many products, but I would like to believe that in at least some cases, the main focus is providing the best product possible, for the best price possible. Meaning money has to come from somewhere, and advertising is the only real way to monetize a free product right now.