Photos and everything is still stored on a remote uncontrolled server.
This and things like Pair, the social network for couples, I would suspect are shooting for high 'value' - where value is correlated with selling that information to third parties (advertisers, at best; but other parties are possible customers too).
Perhaps it would be better to stick to "privacy" as that's the value i see here.
... affiliated organizations that (i) need to know that information in order to process it on FamilyLeaf’s behalf or to provide services available at FamilyLeaf’s websites, and (ii) that have agreed not to disclose it to others.
Looks cool! I'm hopeful they will be around awhile.