I don't know if it's target demographic, only a few guys like you have come over generally from football leagues without any prior interest in hockey.
I haven't watched hockey in many years but I did when I joined - if I wasn't in the league now and someone tried to recruit me, I doubt I would join. Given how active I am and I still feel that way, I just can't see how it can be improved - the only appeal is as you mentioned other factors (competitiveness, sim league past, etc.).