I don't think it's late for ETH. It's still under $400 and it has potential to go as high as Bitcoin in the future. You better buy before it's too late though.
Alternatively you can check out NEO, OMG, WAVES, MNX, PIVX, ARK, CVC, XVG too.
Yes, ETH has a good chance of climbing as bitcoin. Most of the ICO actively attracts investment through the ether and makes it more popular. The same can be said about the Waves. I see it as a good investment in the future.