"the volume market for these would be in enterprise arrays"
That's his mistake, right there. I'll happily defer to his knowledge of the enterprise market, where people have the cash to burn on fancy controllers and arrays of hardware. (How much is that smart controller, btw? It didn't look cheap.)
No, the target market would be the complete opposite: consumers running Windows. These are people who don't know how to organise their storage needs, running an operating system that traditionally doesn't put different kinds of files on different volumes with appropriate characteristics. An SSD doesn't cut it with these people because they can't put "all their videos" on it. They need a single device with several terabytes of space and the latency of flash.