See you then. As expected, it sounds like the reporter already knew the plot, the hero and the villains before doing any reporting. More and more, these sites are maintained by librarians, a fact that makes me proud of my profession. If you're going to do a virtual reference desk, localize it for your users. Make your library's or community's strengths available to the world.
Every library does at least one thing well, so the challenge is to do it well in a new medium.
Also, plan, plan, plan. Then build it into your navigation and structure so that it will be ready when you are. Amen to that. These are wonderful vehicles for libraries in my System that they otherwise wouldn't be able to initiate on their own. My System recently received a state-funded grant to pursue a series of workshops to teach our members how to make their Web pages accessible to visually impaired users.