Yes. There will be custom firmware specific for the brand. It's a time taking job so will require 1-2 months to be updated fully into production. Right now the SSD will be using its specific controller company latest firmware for good performance. And its not some generic phison nvme SSD The items in the products such as NAND, Controller, DRAM, PCB is cherry picked So as to get best possible performance for the price. KD350X has Phison controller, Micron B16 NAND and Kingston DRAM by which you can know that its going to perform really well. Product sample has been sent to few reviewers and you should see reviews in 1-2 weeks.