I'm quite impressed with what they've done there and also quite disillusioned that's it's not doing well in the marketplace.
I think this is a good lesson for Bitshares as well. "If we build it, they will come" may well be true and Bitshares X may be special enough that it gets plenty of use from people inside the crypto community. But I think the potential markets for some DAC products may not overlap that much with the crypto community. Each DAC will have a back end of programmers/investors/boosters, but probably also needs a front end user interface and product that really appeals to the right market segment.
That is why I shake my head every time this community rejects an idea to increase and improve the marketing. Hopefully, we won't need a lot of it, but we must be prepared to sell the heck out of these DACs when they come out.