If history tells us anything is that all "radical / highly disrupting" ideas, have always been spinned against it by the controlling powers (read companies interests, not proper goverments) using the media. BitShares has the potential to decentralized many aspects of our lives hopefully for the best (if truly decentralised). Regulation is always going to be necessary, like taxes are necessary to provide the services we need.
Branding is important, together with the message. An example OpenBaazar vs DarkMarket, both will do potentially the same thing, but the message is different with a much bigger user base.