<< instead of waiting for large, ad filled, for profit networks to act on it.

I think I agree. I know I started re-evaluating my internet presence as a whole. I accept that a lot can't or won't do much, but the same was true, when firefox was new and no one wanted to jump ship, but the people, who liked privacy focus and extensions. Those that can, will move. The herd will follow if they see it can work.