>marketed to wealthy tech folks
Cryonics has historically been a middle class thing.
[0] http://www.alcor.org/Library/html/micrographs.html
[1] http://www.alcor.org/Library/html/braincryopreservation1.htm...
In other words, you could save all the data in the brain but without knowing what the CPU was doing when it shut down (which is electrical state) that may not do you any good.
http://www.nyu.edu/about/news-publications/news/2013/07/16/i...
That's a brain that was still almost the same brain as the one in which the electrical activity as we currently detect it was lost.
All equivalent.
>expecting a spontaneous reboot
Nobody actually expects this. You can't just thaw someone and reperfuse them. Extensive repair work has to be done at the nanoscale.
In any case, the evidence shows electrical activity doesn't really matter when you're only concerned about long-term identity. Electrochemical impulses don't encode memory or personality. If they did, it would be pretty clear in people who recover from extreme hypothermia, as they would have retrograde amnesia.