It's looks like it is something very ground breaking, but in reality it really isn't. It's just them registering a domain for you, with their own details (whatever those may be), but you have access to these domains whenever you want. Important factor here is that you agree that legally, they (Njalla) are the rightful owner of the domains you purchase through them. As far as their pricing levels go, it's €15 for the most common domain extensions (e.g .com, .org, .net, etc), and then increases up to €75 for a bunch of garbage domain extensions. It will definitely serve some people, but it's an incredibly small market they have put themselves into. People in most cases have no problems registering domains, knowing that they can put themselves behind a whoisguard wall.

This is more problematic that it seems. This opens wide doors for scammers and illegal activities. And this should worry us, cryptocurrency community as well. Just imagine how easy it will be now to make a scam ICO. Many ICO developers try to stay anonymous so they can scam people and avoid sanctions. If they register website with full name we could track them down this way, but if they register anonimous domain, scammers will avoid sanctions even easier.