There is a growing interest among Telco/Cable Service Providers in deploying networks that can take advantage of all the existing wires available in the home (power lines, phone lines and coaxial cables).
Until recently, there was a number a proprietary technologies for wired networking, but each one of them was designed for one single medium (ie, one technology for powerline only, another for coaxial cable only, and so on).
Each of these technologies is fundamentally different from each other, so networking chips have to be specialized: For example, a chip designed to operate over coaxial cable cannot work over powerlines.
Why are the chips different? In many cases, the reason is simply that they were designed in separate groups, inside closed organizations, which took different decisions when choosing technical elements such modulation type, Forward Error Correction, QoS architecture, Security architecture, etc.