As people are saying, the read/write endurance doesn't seem like enough to replace DRAM, but this would be a _fantastic_ replacement for flash (and the long-term data endurance seeems awesome).
For servers there's already Intel Optane DC Memory and it's not fast enough to replace volatile memory in most cases, but way faster than flash drives. Thus, UltraRAM might have no real benefit? Maybe we'll have to wait, also regarding the cost factor.