We tried to address several distinct concerns with Coco: scalability, latency, confidentiality and governance. Scalability and latency are determined largely by the consensus model of the network. Our intent with Coco is to make consensus pluggable so that each network can make its own choices (via the Coco network constitution) about how to run their market.

I agree with you that the branding is tricky, in part because the dominant term "blockchain" is describing a specific data structure. The key point we wanted to convey with Coco is that we are trying to enable secure, performant, multi-party computation. We think there will be many models for this over time as TEEs come into wider use. "Blockchain" is just one of them.

In the demo video they explicitly say Coco is not a blockchain.