There are a lot of explanations of consequentialism and utilitarianism out there, but not a lot of persuasive essays trying to convert people. I would like to fill that gap with a pro-consequentialist FAQ. The target audience is people who are intelligent but may not have a strong philosophy background or have thought about this matter too much before (ie it's not intended to solve every single problem or be up to the usual standards of discussion on LW).
I have a draft up at http://www.raikoth.net/consequentialism.html (yes, I have since realized the background is horrible, and changing it is on my list of things to do). Feedback would be appreciated, especially from non-consequentialists and non-philosophers since they're the target audience.
This is the key definition, yet it doesn't seem to actually say anything. Moral choice = the choice that makes you happy. This is a rejection of ethics, not an ethical system. If it were, it would be called individual consequentialism, that is, "Forget all this ethics tripe."
Yet after that pretense of doing away with all ethics, you gently slip in the collectivist consequentialism as rule-of-thumb principles, but to my mind these can hardly serve as anything other than a political agenda. From then on you seem to equivocate between individual consequentialism and collective consequentialism. It would be a lot clearer - and shorter - if you made that distinction more explicit throughout.