My honest feedback:
Stop wasting resources on stupid **** that no one is going to use. And doesn't provide anything that your consumer base is dying to get. FFS Jeff, figure out the mission statement for Zam, for each website individually and then move in a direction that is consistent with the the guiding principles. Wowhead (yes a Zam property) is top of the class because it sticks to one thing and does it awesomely. I can't for the life of me understand what Zam.com is trying to become and additions like this further confuse users. And don't fall back on the "community". It's not a gamer facebook, it's not a Gamespot, it's not a Wowhead, and it's certainly not a Barnes and Noble support group.
If you're desperate for revenue, you'd be better off near a freeway off-ramp. Best of luck.