Sure, I'm familiar with the SF versus Intel's own in-house controller differences. I don't think I'd describe that as abandoning the market, though - the power usage on Intel's in-house controller has always been much better, but even on the Intel SSDs with SF controllers, I've had a much lower failure rate than on $CONSUMERSSD, and the power usage isn't horrifying - the non-SF ones are just much better.

I'm surprised by how crap the power usage is on the 730 though - it seems to reflect how the processor architecture in it originally came from the DC line, rather than the other way around.

Who would you say is competing with Intel in that space? Samsung doesn't make nearly the endurance guarantees, Crucial kept having hilarious firmware bugs, and I can't think of many other ubiquitous vendors with durability guarantees...