Sometime around 2000, I was introduced to Wraith in the worst fashion ever, and it destroyed any interest in me ever reading the rule portions but I learned to love the worldbuilding of it.
In essence, I met a guy at a game store and they asked me if I knew Vampire and Werewolf and that they had started playing this other setting in the same world where you play the spirit of a deceased one. And here the pitch they used went down: they started to brag about how the Shadow mechanic would allow them to screw over other players and with a glee that made me feel... well, I still have problems with looking at the game mechanic sections for fear of being reminded of that situation.
Now, with some decades of looking back at that, I realize that they made probably the worst introduction to a game that actually could be rather cool and wholesome, if pitched right and if played with a responsible group not with some bundles of teenage angst and people hellbent on fucking each other up.
So... How do you pitch Wraith The Oblivion properly? Properly here means without creating an instant distaste for the more PVPesque mechanics of this game line and without traumatizing the players from the more crass aspects of it (e.g. facing death)?