Ethereum is a platform, Ether (which is what you buy) is a currency.
The Enterprise Ethereum Alliance is interested in ethereum as a platform and a service and technology. They aren't investing in it because of the currency, they like it because of what th e platform DOES, and what it is capable of doing.
I do think ether has potential and will grow in value long term, however there are forks of the platform (such as Augur), which have a more ambitious roadmap with a lot to promise (although if you ask bitcoin, being the first eans something). I do not think it is going to 10x by any means.
Litecoin, I believe, could easily produce very signifant gains in both the medium and long term.
That said, I own both.
