the basic idea behind cova is to create a new kind of internet that is made up of smart data, they want to achieve this using smart contract mechanism as well as the blockchain
Yeah, they're working on creating a means by which one can control their data say; who can access your data and who can't.
Data abuse is really a big problem and it's almost becoming a norm. I can bet many didn't see it or think of it as an issue that needs dealing with until Covalent came out with this project idea.
It is going to be a tough road ahead that is for sure. However I think they could start with businesses and expand to normal users. I think it would make more sense for businesses to start with this.
I think starting with business is the right approach once they can successfully get the business aspect established normal users will easily follow suit.