I've always associated Gittip with GitHub, and contributing small amounts to cool open-source projects. But from the article, it seems like its mission is much

I've always associated Gittip with GitHub, and contributing small amounts to cool open-source projects. But from the article, it seems like its mission is much more ambitious than that. In that case, if the service wants to shed its tech-only image, maybe a rebranding is in order?