I don't think looking like Ruby is at all what makes people like Elixir. Maybe it has attracted a bunch of people to look at it because of that, but I don't think that's why anyone stays (because anyone who cares about that quickly realizes that it isn't actually very much like Ruby at all). I agree that it's a more complex language (though I wouldn't say "significantly", but that's very subjective), but it doesn't really "feel" that way to me because its design choices seem more consistent. But on top of that, it has really good tooling, which I always found to be a major pain point in getting started with Erlang.