In the past Samsung's mSATA SSDs have been OEM only. I asked why and Samsung told me the small market for retail mSATA SSDs has kept them from entering the retail market. Unlike smaller OEMs, Samsung isn't interested in covering niche markets. Their advantage lies in scalability, which doesn't suit the niche market. Due to the rise of Ultrabooks, mini-ITX systems and other small form factor computers, Samsung saw that the market for retail mSATA SSDs if finally big enough. However, Samsung didn't want to provide just another alternative -- they wanted to offer a product that gives consumers a reason to upgrade.