Heh, they must have smelled the current anti-bank sentiment (switch day, etc.) and decided to brand themselves as non-bank as possible.

"Are we a bank?

No."

I wonder how much the domain cost?

They might just succeed by being at the right place and the right time.

Though... that didn't bode well for Diaspora; that said, I am more optimistic about Simple.com than I am about Diaspora.