A lot of products flat out fail trying to recover R&D expenses. I am not saying this is one of those, as Intel has huge resources behind any tech it brings to market.
The idea here (in the long run), is that Drives and "memory" become the same space. Instant on, fast access to Nonvolatile RAM, and RAM becomes equivalent to 4 tier processor cache.
I've long predicted that memory space is going to be flattened out and everything is going to be mapped as one big logical drive, measured in access speed to data that is frequently needed. Closer / Faster, Further / Slower