mystikmind2000: It smells of another way of limiting consumer freedoms. On the other hand, if the drives are specifically designed to work USB, not the usual 'jerry rigged' stuff we are all used to, then it could be a good thing? I would sacrifice flexibility for noticeable improvements in performance and reliability (especially reliability).
hohiro: Well, the advantages are that it is cheaper to build and for the customer the cases get smaller and everything lighter. Bad thing, when it doesnt work anymore you cant try to put it on SATA and check if it was a controller problem.
Right, it's nothing to do with screwing the consumer in the name of profit, it's making an interface that costs less and works better (no USB - SATA - internal conversion).
At 5GB/s data rates, imposing an extra layer of interface just so your drives can be re-used for a purpose they weren't designed for is not consumer friendly, it's stupid. A drive that speaks native USB 3.0 is a big win.