While the blockchain does not need to be marketed to end users, what we all could do is recommend our favourite Steem apps to people we meet in real life. This is something that I recommend everyone do after all the building blocks of a truly app-centric Steem life are in place: SMT's, Communities, Resource Credit delegation etc.. The onboarding of ordinary people is best done in an app-centric manner. There is no need to confuse anybody with the intricacies and complexities of the whole ecosystem. What I'm hoping is that app developers figure out how to best educate their new users from outside the crypto communities on how to look after their keys and use their wallets.
What many don't realise is that usage of Steemit.com is dropping quite fast. A couple months ago it was below 50% for the first time and with continually new views onto the blockchain, that will continue. I am looking forward to seeing what it will be a year from now.
The apps are definitely going to be the point of contact for most users and even the bloggers are going to find one they prefer over Steemit.com
Most apps don't have a wallet of their own but rely on SteemConnect, which is a good thing. But when they start onboarding new users I hope they will properly guide them to use the right tools to manage their private keys. @yapabbmatt's Steem Keychain looks a like a fine addition as a key management tool. Of course, the keys should be stored on a password management program as well with backups made.