Waves is a much more user friendly platform that Ethereum. The problem is people see Ethereum ICOs collecting 50+ million, and then they watch ICOs on Waves struggle to reach 10 million, and they logically decide to go with Ethereum. Until we see a large ICO from an established successful company launch on Waves, it won't get much traction. If anything Waves needs to give an incentive, and possibly added promotion, to a large company to use them as a platform.