They are building a hole ecosystem with all kinds of capability and additional security that SQRL simply can not provide. Most important being anti-phishing protection. They are working on mechanism that would allow you to use the phone as a authenticator even when working on your desktop, this is part of the upcoming version of the standard.
They are already very popular and in a lot of hardware, they are working with w3c to standardize, part of the Web Authentication group.
Some people wrongly assume that UAF is only about but it could also be somebody entering a password or pin. The main attraction is that it allows for independent evolution of authenticaters without the server having to know or care (he can care if he likes). This will be a game changer.