Competitive but not exactly in line with, for sure. A 250GB Samsung EVO 960 is ~50c/GB and my price-adjusted 280GB Optane 900P was 84c/GB plus.
Keep in mind that considering Intel SSDs quality, the Optane 900P should be compared to a Samsung Pro 960 instead of the EVO. Sadly, as there is no 960 PRO smaller than 512 GiB is hard to compare, but...
Intel Optane 900P 480 GB PCIe -
Newegg 530 U$D - 114 = 416 U$D / 480 GB = 0.87 per GB
Samsung 960 PRO 512 GB M.2 -
Newegg 308 U$D / 512 GB = 0.60 per GB
Bah, maybe not THAT competitive, but much less crazy. Besides, the 960 EVO/Pro uses the M.2 format which has no cooling and should be cheaper to manufacture that a full blow card. If you wanted cooling due to heavy usage or had to buy a M.2-to-PCIe adapter, I doubt that the Samsung SSDs can challenge Optane in any count but bursty performance, thus the price difference would be easily justified.