The main problem is that many computer users (which of course means everyone using SE, and most of them will come here from other SE sites, most of which are heavily computer oriented) are gearheads and will thus talk at length about gear, the relative benefits of tiny differences in technology, etc. etc. (see the discussions about which version of a specific model lens is the best at what as prime examples, not necessarilly here but at many forums).
The only way to alleviate that is to find higher exposure outside of the SE community. Advertise the site in purely photography related communities (but when online especially, that'll still draw in gearheads).
And if we compare the questions/answers here with those in your average photography magazine, I think you'll find the same thing there. The most popular articles are the gear reviews, most letters to the editor are in response to those, most if all advertising is for gear (of course often the reviews are little more than advertorials for products advertised in the rest of the magazine).
Maybe what might help is an active partnership with sites like Flickr, which are more result oriented (people showing their work) than process oriented ("what do I need to replicate the looks of this picture"). Having people walk around with the new T-shirts among fellow photographers might help as well (maybe create a little printable flyer as well, leave them on tables at the bars when visiting trade events, stealth advertising).