The whole SegWit upgrade is about forcing bitcoin to scale- making it better. Eth still has scaling problems in its design.
If the IOTA team can represent IOTA as the crypto without scaling problems over the next 2 weeks while the market implodes, there could be a bigger and immediate rebound on IOTA price.
One potential industry wide problem though is that if bitcoin splits, all those lost billions will create resentment from investors and a reluctance to invest further in crypto. Yes, gamblers and dark web users etc will require a crypto to continue to do their thing but mom and pop and speculative Wall St type investors rightly won't want to be burned again.
Oh, and one interesting likelihood is that if the July 29th deadline isn't met, when the dumping carnage really begins in earnest, all the stolen bitcoin from the last 7 years will be forced to the surface by hackers who won't want to see it vanish altogether- that'll mean even more dumped bitcoin driving the price down, faster.
The July 29th deadline is mathematically easier to reach than the failed deadline last Friday, so there is a glimmer of hope- bitcoin miners have 12 days to prevent a market crash.