A step up form factor is great. The thing in the article is not a step up though, it's smaller than an SD card, and there's no great reason for it. Since it's

A step up form factor is great. The thing in the article is not a step up though, it's smaller than an SD card, and there's no great reason for it. Since it's brand new it can guarantee a better minimum speed than SD express, but that advantage falls away fast and it's not worth the hassle of an extra format. I'm reminded of XFMEXPRESS, a tech that had some justification to exist as a low profile replaceable and coolable main storage for small devices. But it doesn't look like it went anywhere.