Agreed, I don't know what it is either. Also, I'd try shrinking your logo/header so that some actual content shows up in the first screen of content.

This review very quickly worded things so it was clear what was going on: http://www.webchicklet.com/cool-web-sites/my-vote-for-best-a...

Ideally they find a way to word the home page in terms like what is used there.

primarily for users. so messaging is the problem