As Mike often points out Steve O'Grady's thesis, that developers are the new kingmakers, they will decide what the next generation Eclipse IDE will be. So I do not fear Che as I no longer fear Orion. I fear Sublime (and emacs and vi, etc) since that seems to be developer's tool of choice these days.
I'm not sure how you leverage Che's marketing as the "Next Generation Eclipse IDE" without invalidating that message and just confusing people even more. The good news is that I don't think it actually got sustainable messaging anyway. I don't see mention of it anywhere in my feeds since then. People were more excited about Microsoft joining as a member. But that probably doesn't happen without Che.
At any rate, for those of us on the Architecture Council who care passionately about the Eclipse IDE, the best way forward is to continue with our own messaging. Blogs seems to be the way to get the message out these days and we really need to continue to talk about the cool features in Eclipse. We also need a web-site devoted to the marketing of the Eclipse IDE, the desktop one, and that was something we also talked about at the meeting.