But it is so easy - too easy to want Steemit.com to succeed and focus on that

Very true. The only solution I can think of at the moment is just to continually reset expectations and communicate in a way to educate people about what's going on with the larger STEEM ecosystem. People are obviously free to expect whatever they want, but at least with enough repetition out there, they will hopefully eventually come to conclusions which fit what's going on now.