Yea, I'm another one that re-writes anything that's not coherent...which is quite a bit
I'm also trying something new with the re-design launch and writing a brief review of each free site listed. Hopefully, the juicy text will make for some tasty spider fodder
As to talking to the surfer, well hell...I think that's a pretty damn good idea. Seems to me surfers have gotta be pretty fucking imune to all the sales hype thrown at them. Actually talking to them a bit may just instill a bit of trust that you're a real person and giving them sound advice that "THIS IS THE BEST PAYSITE EVA!"
The word 'free'...well, the domain at FPP kinda says it all