Does Web2.0 Equal Marketing?

I was visiting escore.com today, and noticed a new redesign that is very Web2.0 in feel.  It even has a Google Maps "mash-up".  Frankly, it is a very nice-looking site.

But I had a very frustrating time actually doing what I was trying to get done, which was to find a local escore center.  There is a link in the upper right, in light grey, that goes to a page where the finder is on the lower-left.  So it is there, but not there.

Perhaps I am not a target customer.  A father, with two kids, looking for a Score Learning Center.  Maybe they are looking for the elusive 18-24 demographic and I just don't fit.

Or maybe the seduction of graphics and current design overwhelmed them, and they didn't ask what action are we driving, and who will visit.  Maybe they didn't actually test the design.

I am a little torn, because I do like it aesthetically.  But I hold the line.  Know who you are trying to serve; know what you want those people to do; then design for success and test. 

Just doing a Web2.0-ish design won't cut it.