The CEO has all the relevant experience you look for in someone in charge of an ICO including extensive knowledge of their marketplace. He was Managing Director of Pixel by Pixel which is a design, development & e-commerce agency, that hes personally grown from a one man band to a solid 16 person digital agency.
Omnitude will grow to a larger corporation upon mass adoption by e-commerce SMEs...
Allowing participants to inspect the ledger will give them the confidence and that other parties within the private network and not utilising fraudulent means to exploit others. This is necessary to prevent organised fraud and the sale of counterfeit goods.
Other types of fraud such as identity theft will be prevalent unless each individual on the network is verified.
http://www.experian.co.uk/blogs/consumer-advice/wp-content/uploads/2014/07/costs-of-identity-fraud.jpg