Not exactly competitive in terms of price.
The very reliable Sandisk Plus MLC* 480GB were selling for as low as £75 each this time last year. That's your benchmark Intel, not £100 more than that, given the increase in chip density/lower production costs (in theory at least).
This needs to be at lot nearer the £100 mark, than the launch price. Even the Taiwanese unbranded SSD drives (i.e. Integral SSDs) are rock solid.
*Sandisk Plus moved to TLC, not long after.