CA you're right about people being attracted to the story and not necessarily the rules. But I also agree with Jontheman that rules have to be simple. Star Frontiers was my first game and it was not rules heavy but we didn't get half of it. It took several years and quite a few "ooh we were doing that wrong" moments before we were playing the game as intended. Yes players can handle complex rules in videogames because if they don't, they fall off a cliff of get shot and they get the idea "okay don't do that". In an RPG if you don't handle a rule right everyone just stares at the GM until he re-reads that section of the book and says "oh okay I got it now". What all new players like to handle is a ton of equipment. The equipment can be a hundred pages long and no one will be scared off.
No one seems to have liked my comic book idea, I really think it would be the way to go. It means telling the story with less reading, more art and a fairly flexible platform for subject matter. If I hand a jock what looks like a comic book he might read it. Several pages in the story stops and says "okay you take over".
I like the basic, intermediate, advanced idea. Advanced is where I'd throw them a list of games to go find.