A lot of that wider audience is a good bit younger than the average age here and Pharaoh is probably a bigger pull than Coltrane to this segment. That audience will be buying their music as downloads or LPs (please let's not debate this all over again, it is what it is) and as such may not be setup to play this set.
Other than that, I completely agree with JSngry, it will be in the marketing. As yet I have seen zero mention of this set anywhere but here.
For instance, there's no buzz on Jazz Instagram, a pretty lively community. Mosaic's only presence on that platform is a Mosaic Images feed which is 2 years dormant which says a lot for their marketing choices.
Maybe Mosaic have worked out that there's enough potential even within their usual marketing scope.