I agree in points 2 and 3.
However, I wouldn't drop it. I suggest a welcome page with useful information for newcomers, e.g. links to videos (html5, flash might not be installed) etc.
But I agree that it doesn't provide a clear function at all.
This message is sent to two lists: websites and desktop.start.fedoraproject.org
has many problems , mainly:
1) it's ugly
2) it doesn't serve a clear function
3) It's one of the first things people trying Fedora will see, so it'll effect their opinion about Fedora.
I suggest we just drop this page completely and use the default firefox about:home start page instead.