Its not the marketing problem. It is the incentives problem. Everyone that needs p2p protocols build them for just themselves, innovate in isolation. We have had many such innovations that cannot be understood or reused. Especially open source softwares.
Instead we need a front. A coordination between researchers specifically researching this topic. This research group's main goal would be to innovate, document and educate. This group should make money by educating. Do not go pay $100k and study in MIT, instead pay significantly less and learn from the real builders, ask them why they did what they did, their train of thoughts.