One of Sony's biggest weakness, at least to me, is their marketing about features. They're not the best at getting their message across. No one really knows about the PSNow features you just outlined, those are pretty great features. Xbox bombards you with GamePass, the same with Stadia, they make sure you know what it is and what's happening with it!
I personally think that one of the reasons PS doesn't really push PSNow that much is because of how good PS4 and PS+ is doing. Does that excuse the lack of execution on PS's side? Hell no. They need to learn how to push that service or they're gonna be left playing catch up.