I dont know. If you sell the idea that your playing against other people, but make it really simple on the site. (even a quick pick option), i think it could look even less intimidating than a -110 site.
Rec players dont really care about getting the best deal, just the site that rings a bell win they think of gambling. Think of Full Tiltfor poker, some of the largest rake in the biz and horrible CS, but its heavily advertised on major networks and cant count all the money theyre making.
but also have the betfair model as an option for players who know what theyre doing. a deeper portion of the site. (am i making sense)
cliffs.
make it simple. let them get on and click the team they want to win
advertise. advertise. advertise.
give sharps an option.