> How is Joe Average supposed to understand that?

That's an interesting question. I don't know. Maybe he would understand it as "messages that are hard to read for NSA".

To be honest, I don't understand your criticism. Surely people can put a video on their website about E2E, about privacy, integrity and authenticity. Maybe put an honest comparison with other messengers. But I'd only expect this kind of openness from a nonprofit organization.