WD believes 10k RPM ATA's time has come. According to WD, the key factor holding back higher spindle speeds was parallel ATA's lack of specification-level hot swap functionality. To be successful (initially, at least), any 10k RPM ATA drive must gun for the enterprise market. And in the enterprise, a sector that views outages as unacceptable, the ability to swap out a failed drive for another unit with minimal downtime is crucial. Serial ATA provides for such hot-swap functionality. Now that SATA is trickling into the channel, WD believes 10k RPM ATA's time has come.