> One discovery problem is this client had three rebrandings, from Vector to Riot to Element. I've noticed users have had a hard time realizing the Element is a client for Matrix - even when they're actively chatting on Element. Usually they just refer to our chat by the homeserver's name.

What this tells me is that having a canonical primary client with the same name as the protocol would do wonders. This doesn’t rule out third party clients, it just clarifies matters for users who don’t necessarily know what a client is and have trouble conceptualizing the protocol/service/client divide. Those who are technical enough will seek out their favorite client, but for everybody else chatting on Matrix means downloading the Matrix app.