> Hmm the article isn't about the interface being novel but the drives. The article claims the SD express cards top out a 900 MB/s but this drive does 3700 MB/s. They are using their own interface, but that's not the problem being solved here from my reading of this article.

It's a really weak claim when you frame it properly. If you have a good controller you can use either form factor just fine, at PCIe gen 4 x2 speed.

> maximizing their SD Express slots [...] Now that lights a fire under a lot of people and Biwin can start licensing the technology or selling directly to the Western market.

That would be nice!