They say it's best to call a spade a spade. So why not call your members by name?
Will this information add to the experience? What if you just got rid of it?
When the religion of the Web is that you can find anything you want, from anywhere, at any time, Murdoch's plan is straight-up blasphemous.
Unsuccessful web experiences typically happen because there are somehow barriers between the users and their goals. And some of these barriers are similar to what makes a bad movie bad.
This is what happens when you write about the virtues of streamlined web content while hungry.