They are overthinking it for sure!

Stick to the basics of looking at what people want out of a site.

People want fair games, fair rake (as fair as it can be), a nice working interface, decent stakes across the board, a site that shows it cares about it's players (Pokerstars pre black friday), and a player pool that has a lot of recs in it. The last one can be hard to obtain but all the others are things you can control.

Nail the basics first and develop a good reputation should be the initial goal.

Don't confuse the hell out of recreational players with these weird ideas because that will scare them off.