I'm not sure how I feel about the images used on that website. I feel that they trigger all the wrong associations. Digital-looking human-like hand just reinforces the assumption that the AI will be human-like, and the robot head brings to mind all the recent AI movies.
If you can come up with better images to represent Friendly AI, please let me know!
EDIT: How 'bout now?
I will be posting news on Friendly AI research here: FriendlyAI.tumblr.com. Follow the link to stay tuned via Tumblr or RSS.