That's why I mentioned watching the Tony Gonzales video as well, because he actually goes into just how difficult it is for CCP to actually effectively market EVE-Online. From word-of-mouth only, the game sounds pretty plain and uninteresting or even the other extreme of being overwhelming, but once would-be players get a feel for the actual backstory to the game, that's when it grabs everybody's attention. Getting that backstory to the outside audience is the challenge. There's no doubt that the graphics are top notch already, but for MMO's it's all about gameplay and player immersion.