I don't argue the importance of being listed on exchanges, by the contrary. I guess you need to ask yourself why a joke coin like Doge managed to get listed on so many exchanges while Mastercoin didn't have much success in doing so. Perhaps it's an issue that needs a quick fix.
As the maker of an exchange that accepts Mastercoin, I'd say Dogecoin is accepted on so many exchanges because, as a clone of bitcoin, it requires almost no workload to add to an exchange that already trades several Bitcoin clones. Mastercoin on the other hand, requires specific development for deposits and withdrawals, and there is no official client yet. No amount of marketing will change that at this point.
Good! I don't want MSC being lumped in together with scam coins Dogecoin and NXT. Only the heavy speculators are involved with that crap. Those things are going to blow up spectacularly. There is nothing behind those scam coins. People who throw money at that garbage will get what they deserve. We don't want that speculation money running the MSC prices up and down all over the place. "pump and dump" projects are great for those people. A different sort of people are involved with MSC. People in MSC have a completely different goal than those with Dogecoin and NXT. MSC people are trying to build something. Putting lipstick on a pig only tricks those who can't see past the shiny red lips.