I don't think they are marketing to consumers directly, as much as to service providers.
MoCA is used by Verizon FiOS, for instance, because they want to retain the passively split 75 ohm cable setup typical of cable TV companies, and turn that into a useful broadband Internet pipe. The premise being, the guy getting FiOS was hooked up to cable previously.
Not a bad way to go, on that premise. It eliminates a lot of new cable installation. MoCA is like the coax part of a traditional cable company's hybrid-fiber-coax distribution network in neighborhoods. Where the "coax head end" sits right there in the box that Verizon installs on your wall.
MoCA seems to be limited to coax, I would never buy that as I flip between coax and UTP5 cable to extract the best pricing from my cable/phone companies every 3 years or so...G.hn is the way to go in my view...and why is HomePlug pushing their own standard?, consumers only get confused