The first thing that came to mind was the funerals.com story in 'The Monk and The Riddle' (http://www.businessweek.com/2000/00_25/b3686077.htm)

I'm not implying this applies to you :) It sounds like you are sincerely passionate about the idea.

I think it's a valid approach to realize there are companies out there doing this, they aren't popular, and it's probably because they aren't 'doing it right'. So if you think you know how to do it better, by all means do it! Good luck.