I agree something is off and I wouldnt be surprised it is simply because most people have no clue what it is and the name BitShares doesn't give away it is part of something bigger.
Also one wouldn't directly couple Hero with Bitshares. It will take a while to be visible this is hopefully where the campaign will make a difference.

I would however not throw any money in advertisement if the website is like it is now, whatever they are building on has t be simple, inviting and really anyones grandmother should be able to understand what is on offer.
Best way is to bring simple "how to" video's that explain in different detail how and what benefits Bitshares brings to the table.