I love the idea but doesn't it put them directly into competition with (a) Apple and Google for the operating systems and (b) all the companies currently offering apps (whose business models use your data). So basically almost everyone in that space. Most people don't really understand the infrastructure behind apps, but they know if they want to book a holiday they look at tripadvisor and momondo etc. That's an awful lot of power and branding to fight against if they're looking to make those companies change their business models? Not saying it isn't possible but it sounds a big ask.