All new storage technologies start with a significant price premium vs established technology.
$77 and 32GB is not intended for photos and videos (which is all consumers think about), they're intended for servers which need high speed but not a great deal of storage space per drive. $2 per GB is roughly what we saw with SSD when they first came out.
For someone running a home server, these drives are a feasible replacement for their existing database and web storage to get much better performance.
For commercial providers, these are going to start replacing SSDs in RAID arrays as the capacities go up.