Shadow's videos and images, logo, graphics, color scheme etc all totally kicks ass, very slick, very professional and clearly had a lot of thought and effort put into it.
It's the same branding trap that Darkcoin fell into. Label it a suitably dark/scary/shadowy name that will no doubt get the hormones rushing of any teenage misunderstood pot-advocating cinema shooter... and all of his pocket money. It might sound nice as you jerk off, but no-one with any serious money is going to want to touch it.
One of the reasons I got into Monero was because of the somewhat ludicrously ingenious stealthy name. Broke from the yadayada-coin syntax while providing minimal "crap" that could otherwise potentially link it to the evils of the darkweb.
Sooner or later the anonymous sector will be attacked by Sean Hannity and his friends. Why do their job for them?
As someone who's only requirement is to throw large amounts of money across the globe anonymously, it's a mess I would want no part in.