... also, complex enough to implement that the existing players can't just immediately emulate your changes (simultaneously letting all their users know about their great, new 'innovation', thus killing your only USP) should you actually gain any traction.

Not being negative, just realistic. Good luck.

Heh, you're just being that guy :)

Believe me, we've put a bit of thought into what we're doing.

Thanks for the interest, seriously.