I can see what your saying, obviously you want to be expressing the facts but alot of sites go along well when there written with an embedding type of personality you almost in a sense feel more connected with the writer as a reader.

As for the competition and idea I think its a great niche to go on, definately read up on some books and analyse your competition to if any or similar related sites and see what they are using and find your unique approach, you do seem to have a really interesting topic so you may not need to do so much analysing just more content!

I also think the use of video and media could be a possible for your kinda type of site, maybe do some tutorials or personal experiences who knows!

All the best.

Rob

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