Problem with Changing the ways of people

A Boulder based startup PublicEarth is in stealth mode and claims in its website,

"we are changing the way people create and use information about the world around them, using the internet and location-aware devices"

Granted they cannot say much now about what they are doing. I mean no disrspect to the good folks at PublicEarth. But the problem with changing the ways of people is, it is a long and hard process and since there are no barriers to entry for developing solutions like these, many people believe they can change the ways of people as well. What is my change cost? How will this product offset this cost?

Shouldn't there be a product that improves the value we generate by creating and using information rather than change the way we create and use information?