I've never seen this described this way, but here is why it is not "peculiar" to me. If you are thinking about Spec A as a topological space, then this A-module is sort of like a vector bundle on the space (but is allowed to be weirder since it is a module).
The rank function is saying look at the "fiber" of this bundle over a specific point. You get a free module isomorphic to $A^n$. Just as in the vector bundle case, the $n$ is the rank here.
Now if your A-module is actually a vector bundle, then the rank is just constant of whatever the rank. Since you have specified that the module is finitely generated and projective it must be locally free (assuming A Noetherian). You can check that a locally free module will have constant rank (as long as the space is connected), and hence the rank function is continuous.
If you are asking for an arbitrary A-module that is not projective for which the rank function is not continuous, try a torsion module over $\mathbb{Z}$.
(Looks like someone beat me to the answer, but it seems we've given different interpretations of how to produce an example).