Besides its history and the logo with a link to the SIAI that you can see in the top right corner, I believe that you underestimate the importance of artificial intelligence and associated risks within this community. As I said, it is not obvious, but when Yudkowsky came up with LessWrong.com it was against the background of the SIAI.
Perhaps you overestimate the extent to which google search results on a term reflect the importance of the concept to which the word refers.
I note that:
[...] SIAI's Scary Idea goes way beyond the mere statement that there are risks as well as benefits associated with advanced AGI, and that AGI is a potential existential risk.
[...] Although an intense interest in rationalism is one of the hallmarks of the SIAI community, still I have not yet seen a clear logical argument for the Scary Idea laid out anywhere. (If I'm wrong, please send me the link, and I'll revise this post accordingly. Be aware that I've already at least skimmed everything Eliezer Yudkowsky has written on related topics.)
So if one wants a clear argument for the Scary Idea, one basically has to construct it oneself.
[...] If you put the above points all together, you come up with a heuristic argument for the Scary Idea. Roughly, the argument goes something like: If someone builds an advanced AGI without a provably Friendly architecture, probably it will have a hard takeoff, and then probably this will lead to a superhuman AGI system with an architecture drawn from the vast majority of mind-architectures that are not sufficiently harmonious with the complex, fragile human value system to make humans happy and keep humans around.
The line of argument makes sense, if you accept the premises.
But, I don't.
Ben Goertzel: The Singularity Institute's Scary Idea (and Why I Don't Buy It), October 29 2010. Thanks to XiXiDu for the pointer.