Essentially, if we had a mature Bitcoin network, then we'd all have some money in it. And we obviously have an interest in keeping that money valid.
Sure, half the people could fork off with new rules for Bitcoins, but they leave behind everybody's old bitcoins in the process. As others have commented, it is a fork of the currency, but you don't get to keep your old bitcoins.
So although the rules can change, you start from scratch again. Your old bitcoins won't work in the new world of 100 bitcoins / 10 mins, and those new bitcoins won't work in the old world.
So we'd all have to start over. Ergo, it doesn't seem very likely.