As is well known, few people will take the trouble to deploy this at home, especially non-technical users. Why not provide one-click (or two- or three-click) deployment to hosting, either a VPS or cloud like Amazon? Data could be encrypted end-to-end so that the hosting provider can't access it, at least in some cases (server-side searches become tricky). 'Create our own private Instagram, iTunes, and more for $x/month, with just a few clicks!'

I know that sacrifices some end-user control philosophically, but in reality it would greatly increase it for those in the great majority who currently have none.