I was taught to "Never judge a book by it's cover."
I'll give you an example:
My dentist has a website.
It was obviously done by a pro. It has a lot of animation, but it does nothing for me as a potential customer. It has a slide show with pics of the office with a few "staged" customer pics thrown in. It just looks like a fancy billboard. If I saw the website before going, I might have thought twice about going there.
A little interactivity could help. Maybe a guest book, or something for the kids, like a tooth game of some sort. My dentist doesn't even read her own e-mail. The receptionist does that for her.
I know I'm only talking about a dentist, but the idea is still the same.
Facebook was a nice place to go, until they started introducing all the "extras". The forums for the groups was good enough. You actually interacted with people. Now, you can be so busy reading who took what quiz or whatever, that you don't have time to actually visit the forums. To me, that is too much functionality.