Uh, so was that last article about how these keys prevented phishing attempts at google just marketting for this product?
What exactly would warrant such 'marketing'? You think Google is going to make mad money selling little USB doodads to uber-nerds?
This tech should be bread-and-butter security for enterprises and consumers alike, just like TLS is today. The main reason why it's not is the crazy device cost.
And like the early CAs with SSL in the 90s, Yubico is charging way more for entry than the underlying cost would justify. Based on the teardowns, it looks like they have a 10x or higher markup above standard "profitable" hardware patterns on these devices. Like 90s Verisign charging more for key length, Yubico is selling the security delta. They're free to set their own prices, of course, but that pattern makes real security a luxury rather than an expectation.
What eventually made SSL more than just an enterprise luxury was competition, driving the price down to only $100/cert initially, and eventually lower as volume became a factor.
If Google can bootstrap adoption by bootstrapping price competition, that will encourage more manufacturers to build u2f devices, driving prices lower still. Eventually this tech will become an expectation rather than a luxury.