In the first match that I played with Ostheer I ordered my Grenadiers to leave a building and they said 'get out of this Luvnest'. Thought it was hilarious and made it my nick name.
What Mobas have that CoH franchise do not, is their player base is huge. Most players begin playing because some of their RL friends play, so they suck up the fact that they are stomped and stick with the game to improve and play with their already decently skilled friends. I see no incentive like this in CoH, except if a bunch of friends pick up the game and keep playing together past the noob level (that would probably happen, but far less often that for games like LoL or Dota2).
I also think the WW2 themed multiplayer market is strongly occupied by WoT, which is quite popular (and as much noob-unfriendly as MOBA games). The community brings new people in a game, not the game itself (well to an extent, if they enjoy the SP content a lot, they'll stick with the game, but as someone mentioned, they'll most probably only play compstomps afterwards).
That's a very good point you mention there. CoH2 lacks a ladder system that keeps people motivated (similar to the Lvl 20 system in vCoH). The ladder system as it is right now does not provide this.