I don't know why they would try when Tidal was available. In an earning call last year a Micron engineer stated that the company was working on a controller. A company the size of Micron (Crucial, Lexar brands) would have a few teams working independently on it. That's a lot of money spent for development. There are companies out there that have shipping controllers and they are not very good. When it comes to the third party SoC makers, very few have been succesful in the high performance category. The engineers from both SandForce and LAMD were both part of successful products.