When I suggest some friends to start playing Elements, they quickly get bored or confused from the complexity of the game (though I always send them here).
Are you planning some noob-friendly features?
Complexity? I think it is save to say that EtG is as easy as can be compared to some CCG and/or TCG out there. The trainer we all start with explains all important mechanics and some of the important card synergies are not that hard to understand so even people that are completely new to such card games should be able to "get the hang of it". Maybe the game simply isn´t for those people you suggested it to? This forum, the chat and all the tools are a pretty big and good ressource to get everything you need to play this game and (at least imho) this ain´t no rocket sience!
Thinking again, maybe "complexity" was a bad word choice. The friends I say were unwilling to go through the forum\chat\tool reading and the grinding, so they got bored fast. As you said, this game probably weren't for them.
By the way, ideas like guild, with a mentor-apprentice interation, or the Trial, with daily challenges, could help this type of casual gamers to enter in the game.
Don't want to generate a off topic discussion though.