Yes, it's the content that counts, not the presentation. Given the same content, we'd look for authoritiveness (and obviously the official site gets the nod over a copy).
As a website designer, I appreciate your concern for ease of use. As a website reviewer, I look more favorably and more deeply at a well-designed site, and am therefore more likely to find something worth listing. But ... as an ODP editor, what I'm fighting through your navigation to find is ... unique CONTENT. Not presentation, not format, not promotion.
I don't want to seem like "piling on", but you aren't the first (or the million and first) person to misunderstand the ODP guidelines that way. And it may not be altogether a moral fault in you that you did: the marketing industry has a very different notion of what constitutes "content." If you had been exposed to marketroids at a tender age, you could leap to the conclusion that we used their definition.
So it's worth repeating, on every opportunity: we don't. OUR concept of content is "information."
This even applies to sites from commercial and retail entities. Joe Schmoe is the authoritative source of all information about the menu at "Shmoe's Bar and Grille." And as such, a website he creates or commissions is uniquely authoritative information about that business.
The information may be provided solely with a view toward selling sandwiches, and so its advertising value may be critical to him, but it's absolutely nothing to us. So we list it (for one reason) and he's happy (for another.)
Now, John Doe creates a site with affiliate links to his favorite books at amazon.com. John is creating this site solely to promote sales of a product -- but that is no concern at all of ours. We already list amazon.com, and Mr. Doe has no authority to speak for them; we prefer to let amazon speak for themselves. john-doe-books.com gets rejected with contempt. And it doesn't matter a whit how attractive or useful his presentation is.