Moly is a popular FM because it's synergistic with the most popular AW compound/additive, ZDDP, which means you can get away with using less ZDDP (good for API compliance, that restricts phosphorous) while maintaining acceptable AW performance. Some blenders (like HPL) get really creative and use not only different versions of moly together with ZDDP (dimer and trimer) but also other FM's that can bring in other synergies, depending on the rest of the formula.
Some formulas don't use FM's, we see this with some power sport, motorcycle and heavy duty engine oils.
Other FM's used as alternatives to moly are titanium and tungsten. Most labs don't check for tungsten.