Too little, too late? Maybe they can partner with game companies, or GPU companies, or something / some company "Gaming"-related, to come up with partner bundles to sell their drives.
Though, IMHO, Team Group is coming on strong, for the budget SATA 2.5" SSD market, and Crucial, Samsung (especially), and less so (because of higher prices) Intel, hold onto the high-end of the market. And WD, whom I can't quite place in the market. Are there people that buy WD SSDs? Just seems, "off", to me. The HDD Black/Blue/Green branding just doesn't work for me, for their SSDs. I think that they should have gone with something else for branding.
Edit: I'll say that if they can get a PCI-E NVMe controller going well, then there's certainly room in the market for a properly price/performance/temp/value M.2 NVMe drive family still. The market is still fresh and young, and performance isn't tapped out to the top like the SATA 2.5" SSD market is. There's room for something new in NVMe. Maybe offer smaller, shorter sizes, too? Or industrial? Although, that article talks about a "return to retail".
Edit: Here's an idea: Combine an NVMe SSD controller, with one or more x64 CPU cores (Atom derivatives, maybe revive Puma+?), and sell it as a blade server, "embedded VM server". The idea being, that it would house the VM storage on the NVMe SSD NAND, while at the same time, having self-contained CPU resources to run the VM. Now imagine these, spread out among mega-NVMe "micro-blade" / "ruler" servers.
Surely Intel has thought about that, for "ruler servers", given their groundbreaking "PC on a stick" a few years back. Or maybe not. Send the royalties to my e-mail address using Paypal, Thanks Intel.
Edit: Thinking further about that, it wouldn't be a bad idea for software distribution, pre-packaged VM server images, replete with CPU power, all on a little NVMe / ruler stick. Just plug it in and go! The ultimate "micro-blade" (or maybe "nano-blade") server?
Edit: When you think about it, that's like, the inverse of the premise behind eMMC storage. There, you've got a motherboard (maybe with SoC), and then your storage is on a chip, soldered to a board. In this case, you have an NVMe stick, and then you solder an SoC onto it.
Call it, "SoC-on-a-stick". NVSoConS - Non-Volatile System on a Chip on a Stick.