Say, STEEM currently become super popular, everyone wants STEEM. Now the problem number one: Only way to get big amount of STEEM is from bittrex, for which you need enhanced KYC. Poloniex and HitBTC is disabled. Next is the signup, once one gets his/her desired STEEM, now transfer to wallet, it takes days even weeks to get approve.

Therefore, before STEEM becomes super popular right now, it needs to solve exchange issues and signup issues other than marketing issues.