Yes. By kicking this around a bit, I'm a little clearer on my original comment.

My thoughts are: great site and idea! How are you going to bond with customers? Because you gotta get out there and live with your customers, and so far all I see is an idea.

So fix the customer idea -- find and tightly identify a niche. Find the people who are already living with them and become their best friend. Take your problems -- lack of big name, lack of surety, etc, and turn them into assets.