Even if bitcoin takes 10hrs for confirmation for a normal low fee transaction during a busy network or network congestion, people and even altcoin developers will still prefer storing their coins in bitcoin than some uncertain shitcoin created out of the blue
People who understand and value the properties of Bitcoin don't end up with a transaction that needs 10 hours in order to get its first confirmation. They pay up for it to have a fast confirmation. Only if the transaction they're sending has a very low priority and thus doesn't need a fast confirmation, they'll choose to go with a low fee.
In the end, I don't think there is a scalability problem. People just need to understand that scaling the main network in today's state is quite a serious task due to Bitcoin's decentralized nature. This isn't BCash or Ethereum you can upgrade at your will as main developer or head of the project.
Upgrades will come, it just requires some patience. Schnorr is what I look forward to the most.