Bitcoin core latest version (0.10.0) have reduced significantly the bootstrap time of a node (e.g. through "header-first" mechanism).
Future releases will introduce other improvements that will lead to a reduction in terms of network bandwidth/latency (O(1) block propagation, IBLT) and IO space (e.g. pruning)
That said it's true there's no economic incentives in place to "just" run a full node. Person that run full nodes does that for a lot of reasons modulo the economic one.
Hence the number of full nodes is steadily declining http://www.bitcoinpulse.com/#/chart/bitnodes/num_nodes
There are proposals (1) floating around to fix the situation through, guess what... economic incentives, but we are for from getting some sort of agreement, worse than that I dare say that in this case we're still struggling with problem awareness.
(1) https://bitcoinism.liberty.me/2015/02/09/economic-fallacies-...