This is just a rehash of the same technology that was used to make expiring email. Omniva/Disappearing Inc. was doing this at the turn of millennium and just like with this technology, the point wasn't to prevent a moderately determined person from making copies of the emails by doing a screen capture, printing the email (there was actually some cute technology "preventing" even that), or transcribing the damn thing. It was to apply document retention policy of corporations and government industries. And of course to raise money from gullible investors. I mean, after all, there are trillions of images being uploaded to Facebook every few seconds...