Coin line gives decent self-sustain and, on the later upgrades, flat MS (which is very hard to find outside of boots). On top of it, it has the best active.
Shield line gives sustain and pushing and has a decent active, especially for protect comps/against single-target comps. Plus, it has the most universally useful stats.
Edge line gives bonus damage on-hit, which works well with poke. Additionally, it gives AP, which can amplify both offensive, defensive and utilitarian aspects of a champion. The active is still decent for catching people out.
My personal feeling is that melee supports (and possibly Thresh) will still go Shield, as it has the best stats for them (melees need tankiness). Supports that have a decent way (both in their own kit as well as in the match-up) to proc the Edge line's passive will go that route (i.e. Morgana), while those that don't have such a thing will probably prefer the more guaranteed income of the Coin - especially now that there is not as much a difference between the optimal usage amounts of the Tier 1 items. For me, Janna is a prime example of this.