I think the main problem is that there's quite some threshold to getting a grip on Bitshares tech. It's overwhelming. Other projects just focus on one awesome feature they have, and often it's the only value proposition they have over others. But that makes communicating the message very simple and efficient. People grasp the vision by reading one sentence. We need something like that for Bitshares. That might well mean that we drop 95% of our awesomeness from the value proposition, and focus on only one. That could be "Transparent Exchange", or "Frictionless and Fun"...