WOW! This is indeed a brilliant post. :clapper:
Dom and tryme, many thanks for your advise and insights. Yes Tryme, chat is indeed our key selling point and our current players do love it….from what they’ve told us!
But from what you are telling us, seems that we haven’t quite put that point out there. So, we’ll certainly put more effort in getting that message across….shout it out louder than the norm! 
In regards to the look and feel of the site, yes, couldn’t agree with you more. The softer, less flashy and more community feel is definitely the way to go.
Thanks again for your invaluable feedback. Just the type of constructive info we look for.
Cheers.
Sara