Bitshares needs to hire business development, marketing and PR people asap. The tech is mature enough for the big time but tech alone is not going to realize Bitshare's full potential. Agree with everything you've said.
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IMO, The UI needs to be brought up to the same quality as the backend software first. As far as hiring people goes, one possible route is to convince enough holders to vote in favor of a worker proposal.
BTS also need more promotional campaigns to bring more investors.