WAAAAY down in the article, I found the following: "We’re making a big bet on the fact that most people out there are trustworthy, good, honest people, and those are the kinds of customers we want."
That would certainly not be my first [or maybe 10th] point to look at for customers, but my point of view about people is that they are honest, trustworthy, non-violent, and good until they prove themselves otherwise. and I've noticed that we tend to think that other people are the way we are [one of the reasons the left will never understand us] - so I'm leaving up the barf barrel, for other comments, but I want to keep an eye on these guys, just out of curiosity.