Well, I guess they have more media attention than us and that could work to their advantage. The thing is, like it was mentioned above, they can't keep up with the scale they want to achieve so, it ends up being kind of illogical
Unless they can speed up their transactions time like I saw some people arguing they would do, though I don't know how since they use the same chain as Bitcoin.
Best possible scenario for them is: works short term. fails long term vs bitshares.
The objective is to achieve adoption and they are limited by their own chain so. I guess unless transaction speeds or some other big feature comes up, their "bitAssets" are condemned to fail since day 1. I don't like being so radical but honestly I just can't see any other possible outcome at the moment, with their chain specs and technology