Sure, and ColdFire is still around to some degree. But Motorola/Freescale was not promoting this architecture for new desktop designs past the very early 90s. Yes, Apple and others continued to make machines until the mid-90s around 68k, but it was seen as dead in the water and the push was to get onto PowerPC (itself an unfortunate dead-end).

I still like the 68k. It has a very nice instruction set. It makes a great target for C compilers. I still enjoy writing assembler for it here and there. I like my Atari STs.

But for the market that Atari and Amiga were going for, I am still not convinced it was appropriate. I think Apple made the right choices with the IIgs. Except they underclocked it, overpriced it, and handicapped it in favour of promoting the Macintosh despite the II line being a big profit centre for them.