Actually, I would normally agree with you if this were a service targeted to the HN crowd, who has probably seen this or other clever marketing techniques too many times to be amused. But keep in mind that our target market is college students, who spend less time looking at startup launch pages and are far less likely to have seen that. For that audience, our "don't click this" button has been very positively received, as it always seems to get a giggle from what we've seen so far.

As for saying exactly what it is, that can and will be improved :) thanks for the feedback!