I agree that the USFSA is doing everything they can to publicize Nathan's talents and achievements. And it does help, as Lariko says, that Nathan is "an ideal young man in every way imaginable."
So far, though, it hasn't worked very well in terms of piquing the interest of the American public. Not the fault of the USFSA, just reflective of the general decline of interest in figure skating in the U.S., especially men's figure skating which always lagged behind ladies. In the whole history of figure skating in the U.S., only two, Scott Hamilton and Brian Boitano, have any kind of name recognition outside the tiny circle of skating enthusiasts. Maybe this will change if Nathan wins the Olympics in 2022 -- but it didn't help Evan Lysacek.
That's why I hate to see fights between Nathan Chen fans and Jason Brown fans -- they are fighting over such a small piece of the pie that it hardly seems worth it.