Sun,
How could we market better? What could we do to educate the audience?
I think the first step would be to get BJJ on the ESPN II Extreme Games coverage. At the beginning, they could offer a visual tutorial about the rules, with constant verbal reinforcement throughout the broadcast.
You reach the target audience, but avoid the sex and some of the attitude.
"In the world of martial arts, respect is often a given. In the real world, it must be earned."
"A stupid man's report of what a clever man says is never accurate because he unconsciously translates what he hears into something he can understand. "--Bertrand Russell
"Liberals - Cosmopolitan critics, men who are the friends of every country save their own. "--Benjamin Disraeli
"A conservative government is an organised hypocrisy."--Benjamin Disraeli