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How does this compare to OwnCloud, which can be deployed today?
OwnCloud is on your machine, here it is an external device on which you directly connect hard drives.
They have a faq section for this specific question. http://www.kickstarter.com/projects/cloud-guys/plug-the-brai...
== from their faq ==

Synology, Qnap or Iomega devices are Network Attached Storage (NAS) devices. They add a new folder or virtual hard drive in your computer, and make it accessible from all your devices. Owncloud works the same.

This hard drive or folder is yet-another-memory, a separate place where you have to copy, move, your files into. So at the end of the day, if you use these solutions you still have to constantly manage and figure out where is your data.

The main innovation in Lima is that it manages all of your data for you. Not only the contents of a specific folder.

The Lima app replaces the entire file system of your computers. It handles everything: from the pictures in your "My Pictures" folder, to the files on your Desktop. So it really does feel like all your devices have the same memory: you can download something on your Mac, and open it on your PC.

Everything is in Lima, and the Lima app makes synchronization invisible to you.

-- Want an example? You should watch our demo video, in the "Lima apps" section. Tell us if it's clear enough!

So it sounds like a dropbox-like service running on NAS with the added wrinkle that they provide a way to automatically sync your userland folders to the dropbox.

I can see the appeal. There's a lot of room for innovation in good UI for NAS. Having a plug-in server that Just Works (after you install the client onto your devices) seems like a good product.

I wouldn't be surprised if they run a skin on OwnCloud or something like it for web-access to your files.

what makes me suspicious are statements like (including nice little ios apps) .. unless they are talking about creating a simple public link (which is not clear)

"Sending all your holiday pictures takes only a second

Ever needed to send hundreds of pictures to a friend? With Lima, we invented a technology to transfer files instantly. No matter their size, no matter their number. That’s also part of our job to simplify storage."

I think the point is that they're targeting the general public. I see why - the balkanized UI for zillions of services and storages can easily overwhelm the user. Having one file structure for their files synced between the client, the local server, and public web-server autmatically would have some appeal to the average low-security user.

Users don't care about privacy. They care about being able to send photos. And having seen people fail miserably at sending photos in a million different ways, I see how this company can succeed.