I'm interested in ways to make more novel startups succeed. The problem here is that the average web surfer has a very short attention span. And so it is hard for anything novel to get much traffic. One possible solution is to try to extend the attention span of the average web surfer much as you would with young children. Namely, present an idea in a cute and funny way. See for example: http://www.hitachigst.com/hdd/research/recording_head/pr/PerpendicularAnimation.html . By extending their attention span in this way, you might be able to get them to understand and appreciate your novel service.