The real opening for Destorywork.com will come when our stickers are released. With the stickers, we want to attract workers who outside of any internet subculture to the site.
Ideally, we release the stickers across the country, in one big bang and get enough interested folks here to give the site an accessible, non-subcultural "feel".
And that's the trick. In present day America and really the present day world, a huge number of folks are over-worked, crushed, hate-their-jobs. I think destroywork.com will appeal tremendously to them - the main thing is having that idea while showing that this isn't something to sell a product and restricted to people who dye their hair blue, who quote Karl Marx or who program computers for living.