I don't disagree that I too would see this as how a familiar would help to provide advantage, though the PHB specifically states this form of help comes in the form of a feint. By definition this means "a mock blow or attack on or toward one part in order to distract attention from the point one really intends to attack." So a distraction, when it isn't in the form of a mock attack, isn't necessarily the same thing as a feint. It will really just come down to how strictly the DM in question wishes to interpret the rules.
The PHB says, "You feint, distract the target, or in some other way team up to make your ally's attack more effective." When you use the conjunction "or", any of the three options are possible. It is not a connected sequence.