Very true.
As far as the cool facter, it would be nice to do some of the effects I mentioned, BUT...
I guess a lot of us are going to be surfing the site during the day, when we're miserable at work wishing we were diving.
Kind of like we do with this site now!
Also as cool as it is, it's not needed. We don't need all the effects and eye candy, to try to build hype or to sell something. Most of the visitors will be going to the site, because they already do dive, are looking for specific info or to look at pic, see where people are diving, etc.
Maybe just Flash navigation with some cool effect, at the most, just to make our site cooler than the other diving sites out there.
Maybe we could also have a multimedia section to post dive related animations, videos, games, etc?