Definitely the chicken-egg problem is our main hurdle, but we are working on that by turning this project in to something more than just the plugin. We are also focusing on connecting with the most active communities who already engage in exactly the sort of activity which we need - the Skeptic community is exactly that community. So we are walking away from chickens and eggs, and going straight after the seeds.
I still think there is a model where you can impact the wider lay internet audience by providing healthy skepticism for everyone. Between Twitter and Facebook, communities with large, lasting impacts on social knowledge distribution and the behavioral modification that follows really helps gain mainstream traction.
I guess what I'm saying is - please don't only solve the small problem of giving balanced skepticism to those who want it (and thus may have the drive to do it on their own), but make those who don't look for it want it in the first place by making it easy to obtain (paying for that service would not be one of those ways).
The lazy people will think paying for such a service is a scam, but little do they know they get scammed for free all the time with unbalanced points of view.
