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