This sounds like a branding problem to me. I think you're right on the money when you mention that the name "NOS ETHER" may be part of the problem. To me it sounds like a basic NO2/CEE product. Only upon further inspection did I see that it has a very interesting blend of components.
Also, Kre-Alk has received a lot of bad buzz lately and the arguements that I've seen always end with the detractors having the last word. As a result, I imagine the more informed consumers may be turned off, whereas the less informed consumers are confused/alienated by the name itself. In this case people who think it's a standard NO/CEE hybrid product are likely put off by the price and the availibility of other products in this vein from names like Cell-Tech and BSN.
Personally, I never tried NOS ETHER since I've been happily using other well-reputed creatine products for a long time (Cre-Ethyl Thunder, Clout, NeoVar). Another reason is that I tried Diesel Test a long time ago (when it came in the yellow bottle w/big red pills) and it made me **** my brains out, which, to be honest, made me apprehensive of Get Diesel products.
However, I do appreciate your approach and the fact that you actually look like someone who's lifted a few weights in his day. I always have a hard time buying products or taking advice from people who don't look like they practice what they preach or use what they sell.
I would be happy to give NOS ETHER a run since my focus is primarily strength/power/performance. I'd love to pack on lean mass as well but only to increase those characteristics, not simply for cosmetic purposes. I can't fathom how anyone can say something like "I want to be big but I don't care about strength". In my book the whole purpose of being big and ripped is to maximize performance.
Anyway, my advice is that you do a slight reformulation and then re-introduce the product under a new name that better communicates its status as a high-level proprietary blend that you claim to dramatically increase strength and power.
You may also want to consider doing several different bottle designers and branding strategies in different verticals that would respond to a product like this. Powerlifting, Football, and Mixed Martial Arts immediately come to mind but there are obviously many others as well.
My background is in product development and marketing. One of the things we always stress to our clients is that they tailor their products to address the needs of underserved niche markets. With so many supplements being marketed as general performance enhancers, I think this is a strategy that could work. You just need to identify affordable venues for reaching your target audience. You can start inexpensively to prove the model and find out which niches convert best by running some Google AdWords campaigns. Thanks to Google, it's cheaper and faster than ever to test theories like this with an appropriately sized real-world audience sample.
Good luck. If you end up making millions from this advice, send me a free tub of NOS ETHER