Tens of thousands of mini PC and laptop boards ship with multiple M.2 slots. Apple can use both connectors, with the exact same caveats that normal M.2 SSDs have on ordinary filesystems. Apple does not have to enable swap, zram, or other high-wear settings on macOS if they are uncomfortable with the inconsistency of M.2 drives. Now, I'd make the argument that people don't complain about APFS wear on external SSDs, but maybe I'm wrong and macOS does have some fancy bypass saving thousands of TBW/year.

Whatever the case is, "the annoying thing is competitive" was not a justification for the Lightning cable when it reached the gallows. It did not compete, it specifically protected Apple from the competitive pressure of higher-capacity connectors. The same is true of Apple's SSD racket and the decade-old meme of $400 1tb NVMe drives.