>We're aiming at a highly literate and creative crowd.

Yes we are. Not trying to be elitist, but there is a certain portion who will not understand either the wording (mourned isn't in some people's vocabulary) or the connotation (as in they won't understand it is implying death). These people are considerably less likely to become CF'ers than those who understand what that phrase means.

For instance, I think the "bookstore crowd" would be a decent demographic for us to go after, but the "I read a book once, and it was alright" crowd probably isn't. You said it's about crafting your message to your market right?