I call BS on the "so that they aren't bombarded with so much info on one go" thing, because every shopping site has more info on it, youtube and fakebook as well. 
But I understand that you are just trying to improve the overall user experience and that this is not even close to the final version of the dlease homepage. With minnowbooster you did hundreds of small improvements over time as well.

I like the idea though of having a neat and clean, professional looking page without the cartoon style, which may not be to the liking of professional investors. The rebranding is a good idea for future growth in my opinion.