It is kind of an all of the above sort of result. The NHL isn't the best at marketing, the league is still behind the likes of football, basketball, and baseball, he doesn't play in a major market, and Connor is just flat out the most boring and non-assuming face of the league out of any major sport. He isn't a marketable personality - he is a marketable/magical on-ice product, but if you want general recognition and interest in him on a social level then he has to be interesting in some way off the ice.