I think that's the interesting anthropological slice: Leveraging paranoia about government meddling in our lives to sell product. Encryption/security products do this, too, of course, but they don't appeal to the mainstream. The mainstream isn't sufficiently vexed for security beyond passwords and brass keys to be a product, only those with enough to protect. OK, maybe a techie familiar member installs a doorbell cam.

But in this case, they're betting distrust of the government has become a motivation within the mainstream.