SE needs to do a huge advertising campaign Fan site Adds, lot of TV commercials and have a polished version of 2.0 for E3 showings if they want to have a chance at recovery.

The overwhelming majority of the players and the media have no faith in SE recovering the game and almost everyone in the mmo community has written it off as a failure.

SE has to prove those people wrong with a very very good showing. If the initial reaction is good for V2.0 at E3 and such people and media will look at the game again. If the release of 2.0 is solid and has fixed all the major issues the game might get the title "the biggest comeback in videogame history".

SE worries me about advertising though, they tend to fail hardcore outside Japan in this respect. And Eu and NA is where they probably need to do the most. I hope SE realizes this.