Approaching/meeting lawyers is something that is considered extremely formal in society today. They're obviously trying to show that it CAN be a laid back and simple process through Lawdingo...and I think they did quite a good job with it.
Just because something can be identified as having certain qualities doesn't mean that it can be improved by forsaking those qualities. "Defendant? How about DeFUNdant?"
:P
But, I do believe their money (however little it was) could've been better spent addressing the legitimate concerns you raise more directly and communicating why one with serious legal issues should consider their service.
I think that people do have a hard time trying to figure out how to locate and retain an attorney, etc. Anyone who has ever needed one can relate. So, connecting with that could have immediate appeal to someone who's been there or may well be there now (i.e. their audience). The rest of it was a bit distracting from that very important message.
Anyway, good luck to the Lawdingo founder(s) and team.
Maybe I just no that by the video cus it's just tried a bit too hard to be funny. Plus, the memorable points for the video were some guys drinking tea not why I should care about the product. I took me a visit to the site to figure out what they meant by claiming to have Lawdingo.
Edit: To sound a bit more positive (sorry) I should mention I did like this line
"One reputable source declared it “the way of the future,” and we’re not about to argue with ourselves."