I
always look for a FAQ whenI visit a site that is not instantly obvious.
Your right fixing issues that make a FAQ a necessity are important but you can never make it obvious for every single person. If you can describe whats going on in a few simple paragraphs then
Often, too, I benchmark a site by the FAQ - if there are some similar sites I intend to use and one specifically has a well written FAQ that could tip the balance. It shows care for your users and that you understand that at some point something wont make sense to someone :)
I have to be truthful (because you asked): your whole site is missing the "obvious". I admit when you first linked to it I was a little confused about what was suppsed to happen (it did come to me quite fast but was still counter-intuitive).
On the front page you have one sentence to describe what it's about "Real time collaborative shopping with friends". That's a great tagline but you dont explain it any more than that. I know there is more below but there isnt a simple "dumbed down" pararaph saying "you can browse amazon seeing the same page as your friends, caht and discuss your choices".
Also it occurs to me that your experts thing is the "value" behind the service: if I had a friend who was ace at cooking and were looking for a cook book then obviously I would collaborate with him. But chances are I dont and so your experts are what would sell the idea to me! On the main page you dont really explain that option.
Same applies to the FAQ place: 2 paragraphs of what you are, what it entails and stuff about the experts set at the top of the page would be perfect for anyone a little lost from the start.
Basically: awesome idea, just needs a bit of user interface tweaking :D
Incidentally as a general point the "you can copy this URL to your friends" message whe you start to browse stays on my screen for about 1-2secs. Not easy to read what it says: as that is the main method of collaboration (and that is the only place that explains it) I dunno if you want to make it stay a bit longer :)
EDIT: ignore that, I see on my other rig that it DOES stay longer the first time. My bad :)