ClaimID - another social personality / online information manager?

Came across ClaimID via some chatter in the microformats irc channel on Freenode. Did some searching and found out it's a new venture involving Fred Stutzman of iBiblio. Here's what he says:

claimID is a service that lets people track, classify, annotate, prioritize and share the information that is about them online. We've all met someone who is annoyed, uncomfortable, or even generally nonplussed with the way their identity is represented in search. Search engines are good at finding exactly what people search for; the only problem is our identity is anything but exact. What if a person searches for you and doesn't use the name you publish under, or they don't know your maiden name? And what if there is actually really great stuff about you on the web that doesn't have your name attached to it (like a news story about a project you worked on)?

Sounds intriguing - they're now taking emails for requesting beta access. I wonder if they can distinguish themselves from the grand fields of personal information management and social networks.