Regular people aren't scared to show their ID to a legit company like Jumio.
Maybe they should be. With all the hacks that have been perpetrated over the last several years, why would someone spill their creds willy-nilly over the intertubes? Who is behind Jumio anyhow? What is their track record? Why would the average consumer think Jumio would be any safer with their PII than would Sony or Target?