The problem isn't the message. Everyone already drank the kool-aid. A lot of the problem is just the shoddy product, but really it boils down to the culture.
Put out comprehensive documentation _on the indexable Internet_ and not in PDFs, because for christsake if I have to open another Red Book PDF I think I might kill myself.
Make things that are open source -- and I don't mean Open Source™. Let me learn the platform. Let me hack away at an i Series or whatever on my own time.
Everything is so buried behind licensing and paywalls and PDFs and just general bullshit that I can _never_ invest in _anything_ IBM on a personal level. The vendor lock-in is so heavy that I resist even wasting time learning IBM products because in the back of my mind I'm always thinking "I'll never be able to take this with me to a new job."
The garden walls are too high.