Timing. The 68k still had legs, i.e. the 68040 provided great drop in performance and had an enormous ecosystem and economies of scale. By the time the RISC wars were starting to get fever pitched, the POWER architecture and AIM alliance seemed like a blessing to combine ecosystems and economies of scale for the A and M constituents. And it was.. successful product lines for 2-3 decades from all sorts of embedded systems to G5 workstations to spacecraft.