IMO this is a great step and I believe the website looks great. While it does have a few things that look like an ICO website, there is a major difference. BitShares has been around for a while and it works.
And to address “it’s not a blockchain”, yes it is. It serves its purpose as fintech, not an exchange. BitShares itself is not solely a dex, it can be used in a variety of different ways. A dex was built on top of it, yes, but isn’t the sole function of BitShares.
And with the US SEC prosecuting, wording is very important.