in the USA there are about 160M people with credit cards. for a preliminary model, let's assume 10% value privacy or have enough transactions where privacy trum

in the USA there are about 160M people with credit cards. for a preliminary model, let's assume 10% value privacy or have enough transactions where privacy trumps rewards/protections. assuming the startup captures 50% of this market, that yields 8M users. if the average user spends $1000 per year on private transactions -- this card won't replace all CC transactions, only the ones where privacy trumps rewards/protections -- and the company earns 2% per transaction, the company generates $160M in revenue under these assumptions. obviously the key variables are (a) 8M users and (b) $1000 annual spend. to size the whole market, look at all 2015 credit + debit purchases and ask yourself what percentage of those would have been made private if some solution made things simple and easy enough. 1%? 5%? 10%? the potential for private purchases seems promising, esp if they (or someone else) can expand the market by making private purchasing as easy as private browsing.