From a marketing perspective, I Am Cait did indeed raise awareness for the transgender community as a whole. Whatever one's personal feelings are, the conversation is happening and we were introduced to some wonderful people who have put a face on the term, rather than a collective stereotype. We were introduced to transgender people who seem to be pretty cool human beings.
As for Cait Jenner herself, this was a marketing fail. After the Vanity Fair cover and Diane Sawyer interview, she had a lot of public support. I cannot believe how quickly the tide has turned against her personally. Being Cait was the executive producer, it is baffling to me that she would allow herself to be portrayed as vapid and insensitive as she has. What's more disturbing is if she doesn't see it that way and thinks that it was a positive portrayal. I was one who empathized and was cheering her on in the beginning, although, like her sons, I was apprehensive at this being produced by E! All the editing in the world could not contradict what the audience saw with its own eyes, namely the dismissive treatment of her friend (Rhonda), her mother (with a broken hip) and her children. I could not reconcile the crocodile tears that she shed for her new community while wholly dismissing her family - including her elderly mother and 10 children - and demanding instantaneous acceptance and adulation.
Cait's sons were right about the overexposure and the choice of production team. I think a second season will be a big mistake. She needs to slow down, and maybe work with the community behind the scenes a la Chaz Bono to gain a better understanding if she is going to be the self-appointed spokesperson. Walk before you run, Cait.