If you're expecting a pricing revolution, you'll have to look elsewhere. The My Passport SSD starts at a fairly commonplace $100 for the 256GB model, and you're looking at a respective $200 and $400 for its 512GB and 1TB siblings. Really, Western Digital is selling based on its familiar brand name as much as anything else. Not that this is necessarily a problem -- WD's ubiquity means that it should be relatively easy to find the My Passport where you might have to hunt around for some of its lesser-known rivals.