When your stated goal is to distribute to the entire population strict authentication is not the the highest standard. Its good, but there has to be some expected inefficiency, because no enterprise like this can be 100% certain that only the intended targets recevied the distribution. Thats fine though as long as a critical mass is achieved to reach their goal.

I thikn the hard part would begetting the general public interetsed enough to care about such a project. It sounds like they are achieving enough media coverage that may actually achieve that however.