Arguably now is not yet the time for marketing, when the code is a work in progress. People most interested in the technical potential will get it at a low price during this altcoin bear market, and that is appropriate enough.
The decentralization mindset here is reminiscent of Bitcoin in ways. Like there is no "Bitcoin, Inc.," there is no "Elastic, Inc."
Overall, the incident seems to be a combination of a cultural misunderstanding and different people going their own directions while having had access to the same Twitter account.
Marketing could come later but could be best when with a marketing group simply having already received a BTC or XEL payment up front from the person contacting them, not expecting some kind of endorsement.
(I'm not clear exactly what this marketing group expected from the programmers, other than being disappointed by the Twitter issue. As an analogy, any random person could advertise Bitcoin, without Satoshi Nakamoto's personal endorsement, nor EK or Coralreefer's, though waiting until more of the code is completed could be better timing).