Portability and heat. You can get a small USB 2.5G adapter that produces negligible heat, but a Thunderbolt 10G adapter is large and produces a substantial amount of heat.
I use 10G at home, but the adapter I throw into my laptop bag is a tiny 2.5G adapter.
For 5Gbps and higher, you'll need another PCIE line - and SOHO motherboards are usually already pretty tight on PCIE lanes.
10GbE will require 4x3.0 lanes
(But PCIe 3.0 of course is from 2010 and isn't too relevant today - 4.0, 5.0, 6.0 and 7.0 have 16/32/64/128 Gbps per lane respectively)
I knew it runs hot before I deployed it, but I wasn't aware that you have to wait for it to cooldown before unplugging, or you get burnt.
3.0 PCIE is irrelevant today when it comes to devices you want on 10G. I'm pretty sure the real reason is that 2.5G can comfortably run on cable you used for 1G[1], while 10G get silly hot or requires transceiver and user understanding of a hundred 2-3 letter acronyms.
Combine it with IPS speeds lagging behind. 2.5G while feels odd to some, makes total sense on consumer market.
[1]: at short distances, I had replaced one run with shielded cable to get 2.5G, but it had POE, so it might contribute to noise?)
There's of course fiber too...