Why not? I'm not stealing any of their code. This has been done hundreds of times (every dice site is pretty much a clone of PrimeDice in some way, if you look at them). I wouldn't steal the design either, I'd just build something structurally similar, and website design ideas are stolen every day anyway. No one makes a website
expecting no one to copy it.
While it is true that many people are stealing ideas from some other people or some other sites, it is still morally not right IMHO.
I don't think you deserve a negative trust for offering the service though.