Maybe that is why the project can seem a bit boring.
"Boring" is good. Blockchain needs more "boring".

(This is a general statement - I'm not explicitly backing Welltrado here because I haven't done in-depth research.)
But I do agree that there is many many unfortunate misunderstandings. This idea that full disclosure/pseudo anonymity. Like if I paid back my friend for some lemonade, I would thus let him know everything about my finances. That's not so smart. Some disclosure may be tolerable for individuals, but it is deadly for companies.
But you can circumvent that by using privacy-friendly protocols, such as ZCash.
(Sorry, this post was delayed due to my newbie posting limit...)