diff --git a/demo/src/main/scala/io/finch/demo/Main.scala b/demo/src/main/scala/io/finch/demo/Main.scala
index d7809e2f6..7f6fe296b 100644
--- a/demo/src/main/scala/io/finch/demo/Main.scala
+++ b/demo/src/main/scala/io/finch/demo/Main.scala
@@ -22,8 +22,7 @@
 
 package io.finch.demo
 
-import com.twitter.finagle.{SimpleFilter, Service}
-import com.twitter.finagle.Httpx
+import com.twitter.finagle.{Filter, SimpleFilter, Service, Httpx}
 import com.twitter.finagle.httpx.Method
 import com.twitter.finagle.httpx.path._
 import com.twitter.util.Await
@@ -39,11 +38,44 @@ import io.finch._            // import ''Endpoint'' and pipe ''!'' operator
 import io.finch.json._       // import finch-json classes such as ''Json''
 import io.finch.request._    // import request readers such as ''RequiredParam''
 import io.finch.response._   // import response builders such as ''BadRequest''
-import io.finch.auth._       // import ''BasicallyAuthorize'' filter
+
+// A custom request type that wraps an ''HttpRequest''.
+// We prefer composition over inheritance.
+case class AuthRequest(http: HttpRequest, secret: String)
+
+// A companion object for ''AuthRequest'' that is required only to
+// wrap an implicit value ''authReqEv''.
+object AuthRequest {
+
+  // We define an implicit view from ''AuthRequest'' to ''HttpRequest'',
+  // so we can get two benefits:
+  //  1. We can treat an ''Endpoint'' as a ''Service'', since it will be implicitly converted.
+  //  2. We can treat an ''AuthRequest'' as ''HttpRequest'' and pass it to ''RequestReader''.
+  implicit val authReqEv = (req: AuthRequest) => req.http
+}
+
+// Import an implicit view.
+import AuthRequest._
 
 // A simple base class for data classes.
 trait ToJson { def toJson: Json }
 
+// A companion object for ''ToJson'' used to define an implicit class
+// ''SeqToJson'' that converts a service that returns a sequence of ''ToJson''
+// objects into a service that returns ''ToJson'' object.
+object ToJson {
+  def seqToJson(seq: Seq[ToJson]) = new ToJson {
+    def toJson = Json.arr(seq.map { _.toJson }: _*)
+  }
+
+  implicit class SeqToJson[A](s: Service[A, Seq[ToJson]]) extends Service[A, ToJson] {
+    def apply(req: A) = s(req) map seqToJson
+  }
+}
+
+// Import implicit class.
+import ToJson._
+
 // A ticket object with two fields: ''id'' and ''label''.
 case class Ticket(id: Long, label: String) extends ToJson {
   def toJson = Json.obj(
@@ -71,15 +103,20 @@ object WithGeneratedId {
 }
 
 // A REST service that fetches a user with ''userId'' from the database ''db''.
-case class GetUser(userId: Long, db: Main.Db) extends Service[HttpRequest, User] {
-  def apply(req: HttpRequest) = db.get(userId) match {
+case class GetUser(userId: Long, db: Main.Db) extends Service[AuthRequest, User] {
+  def apply(req: AuthRequest) = db.get(userId) match {
     case Some(user) => user.toFuture
     case None => UserNotFound(userId).toFutureException
   }
 }
 
+// A REST service that fetches all users from the the database ''db''.
+case class GetAllUsers(db: Main.Db) extends Service[AuthRequest, Seq[User]] {
+  def apply(req: AuthRequest) = db.values.toSeq.toFuture
+}
+
 // A REST service that inserts a new user with ''userId'' into the database ''db''.
-case class PostUser(userId: Long, db: Main.Db) extends Service[HttpRequest, User] {
+case class PostUser(userId: Long, db: Main.Db) extends Service[AuthRequest, User] {
   // A requests reader that reads user objects from the http request.
   // A user is represented by url-encoded param ''name''.
   val user: RequestReader[User] = for {
@@ -87,7 +124,7 @@ case class PostUser(userId: Long, db: Main.Db) extends Service[HttpRequest, User
     _ <- ValidationRule("name", "should be greater then 5 symbols") { name.length > 5 }
   } yield User(userId, name, Seq.empty[Ticket])
 
-  def apply(req: HttpRequest) = for {
+  def apply(req: AuthRequest) = for {
     u <- user(req)
   } yield {
     db += (userId -> u) // add new user into a mutable map
@@ -101,14 +138,14 @@ object TurnModelIntoJson extends Service[ToJson, Json] {
 }
 
 // A REST service that add a ticket to a given user ''userId''.
-case class PostUserTicket(userId: Long, ticketId: Long, db: Main.Db) extends Service[HttpRequest, Ticket] {
+case class PostUserTicket(userId: Long, ticketId: Long, db: Main.Db) extends Service[AuthRequest, Ticket] {
   // A request reader that reads ticket object from the http request.
   // A ticket object is represented by json object serialized in request body.
   val ticket: RequestReader[Ticket] = for {
     json <- RequiredBody[Json]
   } yield Ticket(ticketId, json[String]("label").getOrElse("N/A"))
 
-  def apply(req: HttpRequest) = for {
+  def apply(req: AuthRequest) = for {
     t <- ticket(req)
     u <- GetUser(userId, db)(req) // fetch exist user
     updatedU = u.copy(tickets = u.tickets :+ t) // modify its tickets
@@ -119,8 +156,10 @@ case class PostUserTicket(userId: Long, ticketId: Long, db: Main.Db) extends Ser
 }
 
 // A REST endpoint that routes user-specific requests.
-object UserEndpoint extends Endpoint[HttpRequest, ToJson] {
+object UserEndpoint extends Endpoint[AuthRequest, ToJson] {
   def route = {
+    case Method.Get -> Root / "users" =>
+      GetAllUsers(Main.Db)
     case Method.Get -> Root / "users" / Long(id) =>
       GetUser(id, Main.Db)
     case Method.Post -> Root / "users" => WithGeneratedId { id =>
@@ -130,7 +169,7 @@ object UserEndpoint extends Endpoint[HttpRequest, ToJson] {
 }
 
 // A REST endpoint that routes ticket-specific requests.
-object TicketEndpoint extends Endpoint[HttpRequest, ToJson] {
+object TicketEndpoint extends Endpoint[AuthRequest, ToJson] {
   def route = {
     case Method.Post -> Root / "users" / Long(userId) / "tickets" => WithGeneratedId { id =>
       PostUserTicket(userId, id, Main.Db)
@@ -138,6 +177,15 @@ object TicketEndpoint extends Endpoint[HttpRequest, ToJson] {
   }
 }
 
+// A Finagle filter that authorizes a request: performs conversion ''HttpRequest'' => ''AuthRequest''.
+object Authorize extends Filter[HttpRequest, HttpResponse, AuthRequest, HttpResponse] {
+  def apply(req: HttpRequest, service: Service[AuthRequest, HttpResponse]) = for {
+    secret <- RequiredHeader("Secret")(req)
+    rep <- if (secret == "open sesame") service(AuthRequest(req, secret))
+           else Unauthorized(Json.obj("error" -> "wrong_secret")).toFuture
+  } yield rep
+}
+
 // A simple Finagle filter that handles all the exceptions, which might be thrown by
 // a request reader of one of the REST services.
 object HandleExceptions extends SimpleFilter[HttpRequest, HttpResponse] {
@@ -155,7 +203,7 @@ object HandleExceptions extends SimpleFilter[HttpRequest, HttpResponse] {
 /**
  * To run the demo from console use:
  *
- * > sbt 'project finch-demo' 'run io.finch.demo.Main'
+ * > sbt 'project demo' 'run io.finch.demo.Main'
  */
 object Main extends App {
 
@@ -166,15 +214,13 @@ object Main extends App {
   val Db = new ConcurrentHashMap[Long, User]().asScala
 
   // An http endpoint that is composed of user and ticket endpoints.
-  val httpBackend: Endpoint[HttpRequest, HttpResponse] =
+  val httpBackend: Endpoint[AuthRequest, HttpResponse] =
     (UserEndpoint orElse TicketEndpoint) ! TurnModelIntoJson ! TurnIntoHttp[Json]
 
-  // A backend endpoint with exception handler and Basic HTTP Auth filter.
+  // A backend endpoint with exception handler and Auth filter.
   val backend: Endpoint[HttpRequest, HttpResponse] =
-    BasicallyAuthorize("user", "password") ! HandleExceptions ! httpBackend
+    HandleExceptions ! Authorize ! httpBackend
 
   // A default Finagle service builder that runs the backend.
-  val socket = new InetSocketAddress(8080)
-  val server = Httpx.serve(socket, backend)
-  Await.ready(server)
+  Await.ready(Httpx.serve(new InetSocketAddress(8080), backend))
 }
diff --git a/docs.md b/docs.md
index 0ca055dcb..9f442e812 100644
--- a/docs.md
+++ b/docs.md
@@ -32,7 +32,7 @@ Scala file [Main.scala][1] that is worth reading.
 The following command may be used to run the demo:
 
 ```bash
-sbt 'project finch-demo' 'run io.finch.demo.Main'
+sbt 'project demo' 'run io.finch.demo.Main'
 ```
 
 ## Endpoints