No please, go ahead and dice it up. The problem with me doing it once is that this letter really should be tailor made to the site you're sending it to. If you have a webmaster's name or another critic's name, fill it in the blank. If you know of their title or if they are the premier something or other (Greg Dean Schmitz of Yahoo Upcoming Movies is the premier distributor of movie rumor information, for example), then change the statement about Ebert being one of the most respected critics around to fit this fact. Change the letter so you're doing a little "sucking up" without making it obvious. Just be respectful of the person you are sending this to and don't make it sound like you are too terribly desperate, but you want their help because you know that if they support you, it will very clearly help the cause.