OpenID is way too abstract for people outside of the industry to figure out.
I think they would/could have more chance of succeeding if they had also promoted themselves as being an official provider (e.g. you could register for a profile/identity mathewsanders.openid.org).
At first you could use google as a delegate but the urls were crazy long (like a huge hash) impossible to remember/type. I think they allowed you to claim a name now.
I used livejournal delegated through mathewsanders.com but it felt really *weird* to have the livejournal branding popping up when I was signing into something completely unrelated - too much happening at once.