This seems like a bit of a desperation pivot while the bubble money is still flowing. I've heard they struggled a bit with shipping PCIE CXL memory that's capable of memory sharing between rackmount nodes, so they're probably taking everything from the consumer channel and cramming it into the enterprise channel in a bid to be the low-cost/high-volume provider. I would expect them to eventually come limping back into the consumer market to much marketing fanfare, alongside trying to set a higher price floor there, similar to Taco Bell bringing back the Mexican pizza.
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