Chainlocks gives practical security. It makes it more expensive to attack Dash than BTC or any other fork of the idea "Bitcoin".
As for the Marketing...The DAO has a budget of 10% that goes to those who apply for it and get voted by the Masternodes (Full Nodes with a Stake). Most of the money gets allocated to the Devs of Dash Core Group, in order for the DAO not to rely on external funding and the Devs getting hired by a company like Blockstream.