FCoE (fibre channel over ethernet) was similar. Not only was it an amalgamation of arguably incompatible standards, but it was an unusual use case. If you needed data security / reliability, etc you could go FC. If you needed a cheap data protocol you could go iSCSI.
FCoE was (and may still be) pushed heavily by Cisco. It was neat, being able to have your Cisco UCS devices talk to both Fibre Channel NetApp and Ethernet all on the same link.
It worked fairly well once it was up and running, and you set the QoS correctly so that FC traffic won out over Ethernet because Fiber Channel does NOT tolerate drops very well.
It was a cool idea in theory. One cable for everything! And then you realize that you still have to worry about power, KVM (or a dedicated IPMI), and any other potential add ons. Emulex worked on getting their chips as on board NICs, which would have been neat for that, but honestly the performance and lack of upgradability couldn't compete with add-on cards.