They Live in Canada
It appears that the founders live in Canada. That means they are subject to libel laws that are somewhere between the 'extremes' of the U.S. and U.K. They are also subject to privacy laws that are somewhere between the 'extremes' of the U.S. and U.K. What this means is that if they go ahead, even if the company operates from the U.S., they are personally open to legal actions in Canada under Canadian law. Ann Cavoukian will coming for them!
"People who say they have nothing to hide, nothing to fear about providing their personal information, have no idea how information can be misapplied out of context,"