Can't wait for another competitor to enter the game. The only real contender in this space (I feel) is Fusion IO and their price very much reflects this. They went from zero to hero and fought the hard slog to get where they are but they don't appear to be scared by the others in the market.
EMC joining the fray should hopefully change that and bring the prices down.
I don't believe much in the EMC hype around being to use the Flash card as a storage tier and being able to move data in and out of that tier....I think that's only being highlighted because it's a sole differentiator but until I see some more details I don't see the benefit.
Anyway, EMC's way of winning will be to purely rely on their name - they're already in a huge number of enterprise accounts and they're well known for top notch hardware.