I read that the apparent motion of the moon is approximately its diameter every hour. However, we just observed the moon appearing to rise through a stationary cloud in about 10 minutes, it definitely appeared that the moon moved through its diameter as it rose far faster.
My son thought this was some kind of lensing effect at the horizon, but that makes the moon appear larger at the horizon, and this seemed far too fast.
If anything what we read is that the moon should appear to move slower near the horizon. As far as we could tell, the cloud was stationary, and we watched the moon steadily get covered until it was completely hidden behind the cloud.
Obviously the moon moves at different rates depending on its distance to the earth, but that is a tiny figure. This must have been some optical illusion.