The lack of media appearance is one of the main cost. It will soon change when AriseBank starts rolling out. There's also Zephyr that will soon starts accepting Bitshares in their global remittance services.
Let's hope for the best!
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According to one of Stan's latest interviews with crypto connie, there is a lot more businesses to join the Bitshares network this year. They are finally starting to realize that Ethereum can't handle the load... Exciting times! :D