Honestly, I agree.
With Icons, it's a interesting bag. For the most part, Icons are the face for merch and ads. You might see one in a house or scare zone now and then...but that's about it. For something that people feel is the face of the event, they really don't have much of a presence throughout it. For me, the only Icon which had a honest-to-God presence throughout the event was Bloody Mary. (Along with the ads/merch, she was commanding that arch screen, her voice haunting the Skoolhouse and appearing throughout the other houses in reflections.)
A good close second is Jack, since they've gotten some wonderful mileage out of the stage shows with him. An honestly with any possible future icons, that's what I wanna' see more of. Shows where they can really show themselves off instead of being a quick scare in a house.
As for the websites, they've made some wonderful ones in the past. But those are merely nice additions which serve nothing but to hype the event up. They have 0 impact on the quality of what you experience in the park itself. Case in point, 2008 had one of the best websites of all time...yet it doesn't change the fact that Bloody Mary's own house was one of the -worst- of all time.
Yes, I would love to see another elaborate website one day, but ultimately that's not as important as the actual event itself.