The power company does sometimes use power lines to transmit data from one place to another (ETA - for their own use, not general purpose data that you could have access to). Your experiment worked fine for you, but transmitting data over power lines can cause interference to other things on those lines. You can get noise in your stereo or TV, for example. You may have been annoying the heck out of one of your neighbors in the apartment building and not known it, and they likely would have had no idea where the interference was coming from.
When the power company sends data across its lines, it filters that data off of the lines before it gets to the customers. That is some extra equipment that would have to be installed all over the place.
Transmitting over larger distances also requires special equipment. Those little plug in things will work throughout an apartment building, and in individual homes will probably work between two or three homes, as long as the homes are all fed from the same power transformer. The signals used on those little plug in devices generally will not pass through a transformer though. Those little plug in things will work throughout your apartment building, but probably won’t work between your apartment building and the one next door.
The power company has the same problem. Data signals won’t pass through transformers on the transmission and distribution lines, which adds some expense to add special equipment to re-transmit the signals around every transformer.
High voltage lines also tend to be electrically a bit noisy, which makes it harder to send data signals down them as these signals have to fight more interference.
All of these problems are solvable, but they cost money to solve, and then the power company just ends up competing with cable, dsl, satellite, and fiber optic systems. There are new wireless systems which are reaching out to rural customers and are very cost effective. You also have to remember that there aren’t a whole lot of rural customers out there who are going to cover the costs for all of the infra-structure that you want to put into the system.
It’s a tough business, and it is fairly easy to see why the power companies don’t want to get into it. They would have limited bandwidth due to the fact that their lines aren’t designed for data transmission, a lot of costs to get into the business, and in many areas they would face competition from folks whose primary business is networking (compared to the power company, whose expertise is in delivering power to your door, not networking). Then you’d have to add high end equipment (basically to create a network backbone) throughout the power company. Just transmitting signals from here to there isn’t enough. Your gear on either side of the line has to handle the thousands of customers whose packets would be routed through that line.