IMHO we are like an operative system (mostly financial) with 1 program installed ; the DEx.
We can't say "we are the DEx", we have to say we are a plateform. BTS is the share of this plateform and the shareholders benefit from all the business running on it.
Not an easy message !
If we focus on beeing a DEx we will attract just a fraction of investors and developers. Only the one seeing value in the exchange. We can do muuuch more. We should (I don't know how) communicate the real potential and the bright future BTS could have.
We could sell BitShares as a high tech financial plateform. Just that is not enough so we would describe wich projects are related or running on it. In a way, we would give more importance in the web site in what is happenning and what we have running than the tech we have. Obviously, we have to show the tech also because is groundbreaking !
Just like if I would want to sell the very new kickass video game console. I would say quickly " this is kickass tech, 3sec block, free Tx, PM, ..." and then I would say "these are the game running on it : OL, Sharebits, Banx, MKR, gamebet, bunker, ..." and these are the future games : bla bla bla"
My idea was to stucture the projects, partners, 3rd parties, web site related, ... in categories. This is what I had in mind, I well aware that the categories are not good and that this is as ugly as sh... ;p
The Technology already has a tab in the header, if we only show tech related stuff, we frighten people away. Even Bitcoiners may have a hard time understanding all of it. I know I had to read it several time to understand everything and I was well aware of what BitShares is.
(I'm just throwing an idea to stimulate the brainstorm, nothing else)