Before they start actively marketing we could aim to influence the conversation. What you would really want to do is try to do something that gets on the first page of a google search on steemit or steem, which is actually pretty difficult - unless you take a short-cut and take an interest in editing the relevant wikipedia article.
Once the social media-based marketing starts, it would actually get easier to get a message out as we can piggyback on the coverage that they are paying for. This requires a bit of coordination, but it's not that difficult.
It's not necessarily that we want to dissuade people from joining, it's that we want new people to ask the same questions we now are (or at least be aware of them), so that the 'powers that be' have to provide answers in order to keep attracting new users and new capital.
On that note, how do SMT's figure into all of this? Can they get new money coming into the system without addressing the concerns we've talked about here?