I totally agree with all that you are saying, but I think we have to tackle one problem at a time. The reason I think the rebranding has to happen first, is that it's the way to restart the feedback loop, where making an improvement in one way can feed into development going forward.

As a developer, anything I develop on Hive is trying to push against this self created problem in order to gain any traction. It focuses all effort inwards, and amplifies our extant instincts to chase support from inside of Hive instead of expand it. If we can sidestep it, I believe we can also start to make progress in other areas.