People in general don't care about security. If they did, we'd have more of it. FreedomBox is a niche product at best.
Assuming they cared, it looks like they're targeting Debian, which is an OS segment that very few people are in. Sure, Ubuntu is a great distro for the newcomer, but most people run Windows and most of the ones who don't run MacOSX. I'm not real optimistic about this running on MS Windows any time soon. "Windows" doesn't appear in the FAQ.
I'm also going to go out on a limb and suggest that their goal of making FreedomBox as easy as using a smartphone might not be realized.
I'm not trying to knock FreedomBox, but it's not going to drive mass adoption of anything.
If you can come up with a use for a home server that runs on Windows, offers something most people want, and is easy to install and run, I'd love to hear about it.