Well, it's not overwhelmingly difficult to set up, technically. As with so many Internet technologies, however, just because you can do it doesn't mean you should do it. You probably shouldn't concern yourself with the first group. You could concern yourself with the second group. If it's not cool, then it's not a cool email address, either, and therefore offers no value to the second group.
Average citizens think in terms of dot-coms.
It's a headache waiting to happen for everyone involved. Just make sure a short branded sponsorship message appends automatically to the bottom of every email your subscribers send. Qualified companies only. Contact us for more information. Hear about new site additions twice monthly.