It's the stranger with her money. I'll give it to someone you've never met. On the other hand, you're only six months away from having to start charging for your services, and consequently being put out of business by someone else's free service. E-everything is about time and money. For some the savings will be time, for others it will be money.
Standardization is good.
The standardization that you want to avoid is any standardization decided by someone other than the market. Spend marketing money wisely. Quirky and mysterious is not great branding for a consulting firm. Television commercials for dot-coms seem to be more about executive egos than about driving traffic and selling products. The Web is a channel.