tl;dr: if you do something commercial as a sole trader and not as a company, it's possible for you to be sued for your personal assets.
tl;dr: if you do something commercial as a sole trader and not as a company, it's possible for you to be sued for your personal assets.
(Yes, it merely takes an publicly available work that the users could download themselves, and makes it available to each individually. That's essentially what Aereo did, and look at them now.)
If I was building an Internet of Things blender I would incorporate in a heartbeat.
If so, I have to say, that would make me a lot more concerned as a customer.....
Moral: back up your bookmarks.
In most jurisdictions, if you have control of a company (e.g. as the majority shareholder and director), and the company does something "bad" to the extent that it's illegal, the liability protection can be waived. Selling a self-driving car, in the knowledge that its behaviour is inadequate and would cause harm, may well result in loss of liability protection.
In short, insolvency is generally protected, but "bad things" often have less protection.