For what it's worth, we aren't trying to change the internet, but we do want a new deal where participation doesn't require giving companies the right to sell your data. We wish this wasn't necessary, but we've seen too many examples of sites violating their users privacy, and of everyone from stalkers to employers to governments tracking and misusing information. You should have the right to protect your content. You should have the right to delete your content. We'll deliver the tools that allow you to do so, and hope the need doesn't grow further.
I think Privly is best viewed as an argument in code. It's an attempt to expand the philosophical and technical terrain on which the privacy debate is playing out. Privly is saying, "The deal between users and services just doesn't have to be the way that it is." I may not agree with the specific implementation of the tool, but its existence changes the ways we can think about privacy.