The service is meant to solve the problem demonstrated by a recent Goldman Sachs survey: only 18% of millenials think that the stock market is the "best way to save for the future". If someone can figure out how to get more millenials investing, they could make money off commission, brokerage fees and the like.
First problem: Options are usually built for savvy investors who operate on short-mid term time horizons and with volatile/uncertain underlying assets. Not millenials who want to earn market returns through an ETF or hand-picked portfolio of blue chips + hot tech stocks. Options are not a solution for long-term investment strategies - diversified portfolios, index funds, and ETFs are.
Second problem: If I really cared enough to add some downside protection to going long on Google, Coke, Visa, etc. I would literally just google "how to place a stop loss order etrade" and find this article [1] that describes how to set up an automatic limit: enter stopping price, specify whether it's a stop on quote or stop on limit order, specify whether to buy or to sell, specify how many shares, execute. So why would I pay a non-negligible percentage of my upside on top of the option premium for something that I could do myself in literally 2 minutes?
The reason we don't trust the stock market is because the financial sector has a reputation for greed, corruption, and manipulation which will inevitably lead to another economic calamity coupled with a stock market crash. Making options marginally more accessible to casual investors is not coming close to solving this problem.
[1] https://us.etrade.com/e/t/prospectestation/help?id=130102000...