The offline world is at events, in your mailbox, on tv. The telephone is the lowest form of kiosk. Everyone has one, and that's what we also mean by on-line. The future is to grow the lifestyle, whatever that happens to be. That's what needs to be considered.
People are greedy and lazy.
You have to make it easy for people to get at something. Here's the parameters of what the site will be and what it will do. Promote and grow the lifestyle. Focus on the consumer. Let's say somebody wants to go fly fishing.