Very interesting, but I'm not sure that I'd find it any more useful than the current free Fitday program that I'm using online. Many of the reports and such that they tout in the version they want you to pay for are also available in the online version.
Still...if privacy is important to you (and even then you don't have to make your online Fitday journal public), it might be worth the 20 bucks.
I wonder if this means that they are planning to discontinue the free online service that they currently have?