One key point about retention which is not often mentioned, and indeed neither does this article, is that retention is inversely proportional to program/erase cycles and decreases exponentially with increasing temperature. Hence why retention specs are usually X amount of time after Y cycles at Z temperature. Even a QLC SSD that has only been written to once, and kept in a freezer at -40, may hold data for several decades.
Manufacturers have been playing this game with DWPD/TBW numbers too --- by reducing the retention spec, they can advertise a drive as having a higher endurance with the exact same flash. But if you compare the numbers over the years, it's clear that NAND flash has gotten significantly worse; the only thing that has gone up, multiplicatively, is capacity, while endurance and rentention have both gone down by a few orders of magnitude.
For a long time, 10 years after 100K cycles was the gold standard of SLC flash.
Now we are down to several months after less than 1K cycles for QLC.
Manufacturers have been playing this game with DWPD/TBW numbers too --- by reducing the retention spec, they can advertise a drive as having a higher endurance with the exact same flash. But if you compare the numbers over the years, it's clear that NAND flash has gotten significantly worse; the only thing that has gone up, multiplicatively, is capacity, while endurance and rentention have both gone down by a few orders of magnitude.
For a long time, 10 years after 100K cycles was the gold standard of SLC flash.
Now we are down to several months after less than 1K cycles for QLC.