All they need to do is release good quality information, bring Elite and SC into the debate (so it filters into their respective communities) and show how X Rebirth has evolved to the next level e.g.
- look how X Rebirth frame rates are in a big battle
- see how detailed and unique the environment is here (which is a benefit of not using procedural generation)
- here is my one ship controlling an armada of ships
- building our own game engine has allowed us to do x,y,z
- here is the AI doing something smart and look its not trying to grief me
! 
)