They can give you a general idea of when they will fail due to using up all of the write cycles. However, the VAST majority of ssd failures are due to bad firmware/testing/overall quality. In fact, from what I've seen over the years, the average user with a good quality ssd is unlikely to use up all of the write cycles within his/her lifetime. Not the computer's lifetime, but the actual user's lifetime.
The best ways to compete in the ssd market are on speed, price and reliability. Intel/samsung have reliability sewn up, though crucial is pretty decent as well. So, unless you want to have your USP be "we're the cheapest!", you want to be the fastest. Typically, the fastest will push the reliability envelope a little bit (or a lot in some cases), and ssd's are already so incredibly fast compared to hdd's that many people just buy the intel/samsung and call it a day. With recent prices on the m4 and with it's well-earned quality reputation, crucial has been doing pretty well, but even with them they had to be be quite a bit cheaper than intel/samsung to get people to pull the trigger.