I understand why you took the long posting break now, sgtbigred. You've had bigger fish to fry.

The most essential gist of my first post was to point out things which will attract the people you're looking for, and conversely the absence of which will tend to discourage them. I'm going to continue this dialogue by addressing your reply point-by-point, as viewed through the filter of the previous sentence.
1) You've described precisely a set of very good reasons to differentiate yourselves from PNG (for whom, to be sure, I have no love for. They're entrenched elitists among the least-capable of addressing the vastly-different audience of the Internet.). That belongs in your FAQ. I
very much like the coded HTML verification lookup; just ensure that private code isn't visible in the page source.
2) Don't just limit it to auction sites. The majority of those you wish to attract don't do 100% of their sales on auction sites. They have e-commerce sites of their own - personal, ecrater, stuff like that. Embrace the gamut of online commerce.
3) There isn't a concept addressed in your Code of Ethics I find disagreeable. What there is, is redundancy. You can express all of it in probably three simple statements of direction, and it's my belief that such simplicity will be far more attractive (and succinct) than it is as expressed. Like so (not in as few words but I'm making a point):
(A) Don't embarrass yourself or your peers
(B) Run your business like one you'd patronize yourself
(C) Don't deceive your customers; teach them
Adherence to NIDG rules is not an ethical rule, but part of your Terms of Service. Agreeing to abide by your rules is what they acknowledge when they sign up.
4) Your customers are your members. You don't decide the rules and dictate to them;
they decide the rules by their vote. By all means have an internal body to come up with ideas and formulate plans of action, but be responsive to member input and never forget this is not top-down, but a democracy. I'm not discussing ethics - that's not negotiable - but procedure. I believe we disagree as to the priority of having a clear system ready for your prospective members to see.
5) You're not a coin shop. You're a regulatory organization. Displaying a physical address is contraindicated unless it's the skyscraper you own, in which case make it the background of all your webpages.

6) I am admittedly picking nits with regard to pass-throughs. It's very likely that few of your members know about, understand, or care about it. Few will notice.
But I did. I personally find nothing unethical about it, but what of members whose business directly competes with linked sites, yet don't wish to enter into a pass-through agreement with you? This is "down the road" thought here.
Although I'm not a webpage designer/coder, I have years of experience in the sign and print advertising industries and a pretty good feel for visually-pleasing and efficient composition. Although this is not the venue for discussing design issues, if you'd like I would be happy to offer thoughts on the topic offline.
I do genuinely wish you the best. I feel like you're filling a real void.