What I really want is for everyone to be using secure communication tools all the time. Not just because it'd obviously be great if everyone were communicating securely day to day, but because in extreme events, people tend to use the tools they already have and are familiar with.
For the London riots, that was BlackBerry Messenger. For the Egypt riots, that was Facebook and Twitter. Maybe the next explosive event will feature WhatsApp? So my sense is that for tools to be attractive in moments where security is suddenly of really clear value, they have to first be attractive in moments where security is less clearly of immediate value.
You're right that security is always a genuine distinction, but it's perhaps not the most valuable one to most people. I certainly believe that if you say "here's an app that you can install on your phone, and it will make everything more secure without you ever having to look at it again or even know it's there," then people will install that app. But that's not what we're saying right now. I'd love it if people used RedPhone all the time for every call they made, but I know that it's still not perfectly on par or better than a normal phone call, so I know that people will have a hard time putting up with its usability deficiencies if they haven't seen or felt the direct consequences of the NSA warrentless wiretapping program (or whatever) yet.
This isn't to say that there aren't plenty of people who find it valuable for their work right now, just that I'd like for us to be setting our sights on the common case and delivering a product that exceeds peoples current expectations.
I think we're finally getting to the point with TextSecure where the normal day to day experience is as good or better than the stock Android SMS application, but we should really be chasing WhatsApp or Snapchat or whatever.
And totally, good cryptography is extremely important, and I think we should continue to be rigorous there, but I'm not entirely sure how to approach that with people that aren't actually interested in building secure products. Right now if you search "secure sms" in the Android Play Store, the first result is not TextSecure, but 100 results for apps with names like "extreme SMS locker pro!" that "hide" your SMS messages by doing hand-wavey things. We might ignore them, but other people aren't -- they have hundreds of thousands of installs. I have no idea what to do about that.