It seems more that the reason the copy is as vague and doesn't directly mention blockchains on the homepage is because this is supposed to be a project for non-

It seems more that the reason the copy is as vague and doesn't directly mention blockchains on the homepage is because this is supposed to be a project for non-tech people - personally, I'd find a decentralized blockchain-based identity system very difficult to describe in simple non-tech terms to anyone, so good copy is clearly a challenge.