Because Cyclops has no personality, so he's hard to like. Young boys watching X-Men don't mimic Cyclops, they mimic Wolverine.
Like any character, it depends on how he is written.
I find Cyclops a more compelling character because of the position he is in. Unlike Wolverine, who has little responsibilty to himself or his teamates, resulting in his cliched "badass" persona, Cyclops has tremendous responsibility not only as a field leader, but also the "face" of the team, the personification of Prof. X's dream. He simply can't give into his more basic impulses. You think Scott doesn't want lay a couple of optic blasts into some bigots who cry "Mutie!" at him? Of all his power and leadership skills, his restraint is probabaly his greatest ability. Writers have written him that way in the past. Its a relatable trait in all of us and could be easily identified. Probably moreso than Wolverine's cut loose personae. Anyone who emulates that usually ends up in jail or worse. I tell you what, If my own son, blockaderunner jr., starts idolizing Wolverine, it's going to be time for a talk.