I get the reasoning, after all probably 99% of the US is wired for electricity. That provides the backbone for transmission, both inside the house and out.
My confusion arises from transmitting data across an AC system, but I'm no electrician. Also, it appears to be quite a bit slower than existing broadband systems (in the 50-350 Kbs range) which is, what 30-200 times slower than 10Mbs networking? It still beats 56K, which usually runs at 35-40Kbs. Given the fact that local networking equipment is nosediving in price and Broadband of some sort or another is spreading fast, I'm curious to see if they can up the technology enough to make it marketable, more options IMHO is always better.