We're trying out new ways of saying what we do. Here's one I sent a friend this evening...
The gist of what we're up to involves returning control over people's identities to the rightful owners - the people themselves. Today, many corporations each own bits and pieces of one's identity, and buy, sell and trade this information for their profit. A huge additional expense is incurred by each of these corps in trying to keep the data accurate and up-to-date, such as when people move, etc.