Given the expectation that this will be pricey, confirmed by the suggestion it will be more than DDR, it will be extremely cost-prohibitive as a storage replacement, costing far more than SSDs of similar capacity. And aside from possibly servers, SSDs provide more than enough speed as it is. So I don't see this providing any benefit to storage in all but the most extreme, obscure cases. Which means it's only really good for the working memory (RAM) functionality, but if it's only similar in speeds but costs more, then it's not going to do much there, either. It would have to be either cheaper or faster, and it doesn't sound like either will be the case.
The only benefit I see to it, which granted is not insignificant, is that it would allow a device to be powered down completely, like hibernation, without having to first write RAM to storage, so it would be faster to put a device to sleep and wake it back up (though with the speed of SSDs hibernation only takes a couple seconds anyways), and it wouldn't use any power when "sleeping" because it wouldn't have to keep the URAM powered. And it wouldn't need a hiberfil.sys, which would free up a little bit of SSD space. All of this would certainly be beneficial, but only minimally.
And then there's security concerns. With a completely new technology, it's quite possible that after years of use, and many devices using it, they'll discover it has flaws that result in security issues, similar to the row hammering flaw with DRAM.
Another potential use, and probably the best one, would be for HDD cache, as it would provide massive speed improvements and, unlike SSD or DRAM caches, would protect against data loss in the event of power failure when writing.