They've been trying for years and all they have so far is "increase speed via centralization. Bitcoin solved that scalability issue w lightning, no additional centralization required.

What about other improvements? Bitcoin can take that technology and absorb it. Then people will have the question: do I use "new chain" which is less secure and widely adopted because it has feature x? Or do I use Bitcoin, the most securely and widely adopted option, that also has option x? Everyone will choose Bitcoin.