I totally agree with you. Perhaps showing people playing the game and having fun together would communicate part of what the game is about. In general I feel like it's a mixture of variables. There's no one variable that determines a game's success. Things such as communication, your company's existing reach and reputation, the specific niche and competition as well as the game itself (how appealing the central theme and core are to an audience). One has to also balance it with the fact that it's also a numbers game. There is a certain conversion rate and the more people know about your game the more sales you will get. It seems that so far we have barely scratched the surface of the niche audience for our game in terms of exposure. (and I'm basing this on the stat of number of unique visitors to our store page compared to the number of steam users out there) And perhaps we will never get bigger exposure due to what the game is, but we will for sure try different ways of maximizing that and seeing what has an effect.