Tod, I've stayed out of this discussion because it is intensely political at a very gut level. I think you need to take a deep breath and provide an honest thoughtful answer to a simple question:
Is what you're proposing really intended to be a business?
Because regardless of how much sympathy I have for your position, "because it gives me a good feeling" is not a sound basis for a business plan.
Yoga class makes me feel like a total stud, mostly because I'm about as flexible as a 2x4.
"Design"? Possibly. "Intelligent"? Sure doesn't look like it from this angle.
We used to be hunter gatherers. Now we're shopper borrowers.
The three most important words in the English language: "Front Towards Enemy".
The world makes a lot more sense when you remember that Butthead was the smart one.
You can never be too rich, too thin, or have too much ammo.