Based on the text it appears to be a Dutch venture. And the Dutch are pleasantly direct about things. That's one of the things I like about living in NL. And

Based on the text it appears to be a Dutch venture. And the Dutch are pleasantly direct about things. That's one of the things I like about living in NL. And in this case, there's no point softening the speech. Some people get dementia, and there are ways to make their lives perhaps more meaningful. This appears to be attempting to do that.