I believe a message playing up the company/business metaphor, such as , "Bitshares does for companies, commodities and other assets what Bitcoin does for currency, and what the Internet did for information", is still a better one.
It distinguishes the value that Bitshares provides from competitors (bitcoin), and plays on the powerful meme of technology's evolving role to help shape human activity.
There's a lot of noise and many alt-coins competing for this space so being on point is very important.
However, this kind of message is clearly going to provoke a clash with regulators who have a statutory mission to protect the unsophisticated and would require careful timing.
If Bitshares is to ever to fulfill it's true potential though then such a clash might become inevitable. A positive takeaway is that, if regulators did seek intervention, then it would provide proof for the market that Bitshares genuinely has something of value to offer.
Sort of in the same fashion that Bitcoin holders feel validated everytime countries with inflationary central banks attempt to ban bitcoin.