It is important to remember that this isn't FLASH. It is more like FRAM with its non-volatility. When Intel and Micron announced it three years ago[1] they made some pretty bold claims, like 1000x faster than NAND, unlimited write endurance, Etc. For a long time it was just vaporware and then it came out as "NVME" type SSDs and now they have figured out how to put it right on the frontside bus with the memory controller.

[1] https://newsroom.intel.com/news-releases/intel-and-micron-pr...