Honestly it might have just been a first impression tripup. When you first visit the site it looks extremely busy then you scroll through the FAQ and they have a competitor to and "far superior to" slack, a competitor to Google Drive/Dropbox, obvious one is a competitor to Facebook
I'm going to give it a try but for the sole reason Tim Berners-Lee is an advisor[1] and seems to still vouch for it[2] 3 years on
[1] https://twitter.com/timberners_lee/status/590726480696573952
[2] https://twitter.com/timberners_lee/status/976553383564840962
"We don’t track you personally and we never sell your personal data. Here is what we track: we track how users use our site in general so that we can make it better. We are monitoring traffic, usage activity, site performance, and we use general analytic tools so that we can improve your experience. We do not associate any of this data with you personally. We never sell or share your personally identifiable information unless required to do so by law."