Unfortunately, people are sensitive about this subject, often fiercely defensive or even in denial about their own chronic lateness...

Still I wish them the best of success and I hope this changes lives in a big way like I know it has the potential to do.

I think your comment is in response to the ability to only gift this app to someone you know who is chronically late, which may hurt his feelings. If you look at the FAQ at the bottom of the page though, you'll see the solution for getting the app for yourself is to gift it to your own email address.

Personally, I know I'm always late, usually because I'll be in the middle of hacking something, lose track of time, and be tardy, so I just self gifted the app. There should probably be two clear ways to back this app though, either by gifting it to someone, or just backing it yourself.