I thought the same. Their wording is a bit misleading. There's nothing like a private cloud here. In my eyes it's like bitnami [0], "cloud hosting" (or a convenient way to deploy apps in few clicks).
Compared to bitnami, we focus on the convenient installation of apps into your cloud. This includes also updates, backup and single-sign-on. See https://cloudron.io/features.html.
We do not focus on virtual machine images that can be launched on your favorite IaaS.