I told an intelligent, well-educated friend about Less Wrong, so she googled, and got "Less Wrong is an online community for people who want to apply the discovery of biases like the conjunction fallacy, the affect heuristic, and scope insensitivity in order to fix their own thinking." and gave up immediately because she'd never heard of the biases.
While hers might not be the best possible attitude, I can't see that we win anything by driving people away with obscure language.
Possible improved introduction: "Less Wrong is a community for people who would like to think more clearly in order to improve their own and other people's lives, and to make major disasters less likely."
I was thinking about summaries-- that would help a lot. It might also be possible to choose biases with more intuitive names, like the sunk cost fallacy.
Yeah... scope insensitivity is probably the best from the list, since it sounds intuitive but isn't commonly known like the sunk cost fallacy. Then again, completely new ones would make people more curious, and as long as there were summaries, they probably wouldn't be turned off by the unfamiliar names.