I think the trick here is not the technology or the pricing: appealing interfaces and lower prices are doable. I think what's challenging about this is the barrier to entry to becoming a player in this space. That is, how do you get races and camps to get on board, and to ensure others will follow? It seems like this david-vs-goliath effort is how to build relationships with customers and really drive them to your site. Lower prices are definitely a start. But it might take a lot to build up the brand.

But seriously, man, all the props to ya. This idea clearly comes from frustration with the current competitors and a 'damn the man' attitude. Good luck!!