Short-term: The 68K was loved by assembly language programmers - a big thing, in the 80's. And it felt and sounded so cool for Motorola to add even more great features to each generation of the architecture.
Long-term: If you want your microprocessor architecture to stay a thing in higher-performance desktop/server use (vs. toaster ovens & thermostats & such) - then you need to have a few Senior Implementation Engineers looking a decade or so ahead, and saying "NO" to cool features that could turn into implementation hell.
The 68060 was where the long-term issues really caught up with the 68K architecture, and it hit the brick wall / grave stone. Which is why Motorola pretty much dumped their 68K for IBM's Power architecture, in the PowerPC.