Much of the current marketing assumes that people will just get the problems with centralized services with no explanation needed. That’s not true for most people. Marketing that takes this angle should explain why it’s a problem, with examples, otherwise it will seem to abstract and not something most people can relate to. Even then, many won’t care, especially when it comes to privacy, because they’ll still just think they’re small and unimportant and have nothing to hide. To some extent this is true, many people will never experience a serious privacy breach online in their life, and even if their data is stored with the NSA, nobody is ever going to look at it. Even if there are privacy abuses, many won’t care unless they have serious negative consequences for their own lives, and often they won’t.
While many might think that software that prevents surveillance and data theft might be preferable to software that doesn’t, most still doesn’t care very deeply and won’t bother if this is the only advantage. I think the privacy angle in the marketing in general should be toned down a little bit, it should be there, just it doesn’t have to be the main focus, let it be one of many advantages of SAFE.