I don't think the branding is a problem, it's usually the way a product is presented to potential customers. Companies want to make their product sound as feature complete and user friendly as possible, but they often do it in a way that disappoints people new to game making once they have the product in their hands.

That's where most complaints come from with customers. "Your product page said blah, blah, blah, and it's not like that at all". At GarageGames you'll see a ton of threads that go something like:

"Your product page says Torque comes with documentation, but there aren't any docs"

"Your product page says you can make any kind of game with Torque, but it seems to be meant for FPS type games"

"Your product page says you can make a game using easy to use TorqueScript, but apparently to make a real game you have to modify the engine source"

Any "affordable" game engine is trying to market to two different audiences at the same time, seasoned "Indies", and people completely new to game making. The mistake companies make is trying to address both in the same product page. Instead, you should have a nice intro page describing what GameStudio is, with two options:

"Are you new to game making, then click here"

"Are you experienced in game making techniques and looking for product details and comparisons, then click here"

People are going to click on both, but it shows your consideration of a person's knowledge level and gives you the chance to talk about both aspects. GameStudio is the most complete 3D game system out there for beginners to start out with and actually have a chance of making something, but it's also a very powerful engine in the hands of someone with the ability to make use of it. But, those are two different things.

A brief one page walkthrough of what it would take to put a simple game together would be a great thing to show a beginner right up front, and a more detailed page with descriptions of the engines features would be great for more knowledgeable users. As it is it's a little uncomprehendable for beginners and a little simplistic for experienced game makers. The demo helps a lot, especially with the help file and examples, but people want to know more before they even download. Target both kinds of user and be honest about what they can expect to accomplish, people will respect you for that.

Personally I think that in itself would make a huge difference in perception of the product from a potential customer's point of view...