Footprint wants to put people in control of their data. Apple, from their own marketing, does not always want to hold it. Footprint is an enterprise security company. Apple is almost everything but that.
If you are running a consumer-facing company, your north star metric will likely be geared around conversion of sign-ups. Typically, the way to boost conversion has been by spending more on marketing.
We are coming out of stealth today, after a lot of hard work, many years of thought, and a vision for a new paradigm to bring trust back to the internet.