1. It kind of is, I think RabbitMQ, CouchDB and Riak are doing ok, for example.
2. Both syntax and semantics are sufficiently different from "industry standard" to be a hurdle for majority of people... I'm being told. I don't understand this; the more different the language is the more interesting it seems to me and the more happy I am to learn it[1], but I heard this argument enough times to accept it as (sad) reality.
[1] And there is still so many of them to learn! Take a look at any one RosettaCode page (http://rosettacode.org/wiki/Y_combinator) if you don't believe me :)