I don't think the website targets the wrong audience - just the copywriter was so involved in the project they forgot to make what they're offering clear.
When someone says "permanently keep your stuff, for life" do they mean some sort of pay-once eternal backup, like permanent.org? Something censorship-resistant, like Freenet? Something peer-to-peer and distributed-ledger based like Filecoin? Backing up data locked up in cloud services? Converting obscure file formats into ones with more longevity? Bypassing defunct DRM? Activism against civil forfeiture?
It really depends on the audience for the product, targeting regular users does require more thought on the UX, etc which almost invariably means more funding.