You don't do a great job in your posting describing the current state of ENS. The de-facto "official" registrar is maintained by trusted Ethereum community members. Nick Johnson et al have released smart contract code making it easy for anyone to host their own registrars, but unless there is community support (from wallets, exchanges, etc.) to use those registrars to resolve the names then it's pointless.

It's akin to running DNS servers that host some TLDs that have no association with root servers.

It's fine and it's not bad, it's just a big stretch to believe that simpleENS will become the premier registrar. It can also be a bit dangerous since multiple registrars could conceivably register the same name and have collisions.

The distributed name exchange idea is a good one as well as the collateralized lending, and code for both of these have already been published and shared with the community on reddit and github. I haven't looked deep into simpleENS to determine originality.

In order for this to really gain momentum it would be great if you could outline your communications thus far and marketing plan with existing services in the Ethereum ecosystem. i.e. have you already gained any support from major exchanges and wallets? If not, I believe a 20k ETH is extremely premature and quite excessive. What will you do with monies raised if you do not hit a minimum target?