I like the idea, but it seems to live in a strange in-between niche of people wanting lots of control over their data and content, whilst also being heavily tied to a few social media silos. Since I don't use social media, I'm probably not their target audience.

I've implemented a few of their microformats on my site ( http://chriswarbo.net ), but the rest of it seems rather over-engineered without offering much benefit. For example 'indieauth' seems to rely on third parties; this didn't seem too bad when Mozilla Persona was around, but these days it seems like a NotInventedHere alternative to OAuth 'sign in with Twitter'.