Positive first impression - website is nicely done. I thought the video had good energy and a thoughtful message, but I didn't hear anything about mechanics. Ho

Positive first impression - website is nicely done. I thought the video had good energy and a thoughtful message, but I didn't hear anything about mechanics. How do you set up an account? how do you manage the interactions with your brain trust? Is this the 37signals business? if yes, that is certainly okay because that has proven to be a great business, but if no, how is it different?