You need scratch space that's resilient to a power outage? An NVDIMM is faster and cheaper. You need fast storage? Flash keeps getting faster and cheaper. Optane was squeezed from both sides and could never hope to generate the volume needed to cut costs.
So now imagine that you are at Intel deciding what initiatives to fund. The company is in trouble and needs to show some movement out of the red, preferably quickly. It also lost momentum and lost ground to competitors, so it needs to focus. What do you do? You kill all the side projects that will never make much money. And of course you kill a lot of innovation in the process, but how would you justify the alternative?