The Sony and Sabrent drives are the same price as the Xbox Seagate thing but they end up being twice as fast. The advantage of the Xbox drive is that it is hot-swappable and doesn't require screwing something into the motherboard. Nerds that post on forums may be fine with doing that but it's more accessible to normies.
Personally, I'm just hoping the Xbox drives go way down in price now that the custom tooling and whatever has been built but I'm not optimistic, seeing as how overpriced X360 drives were back in the day. Maybe some enterprising vendor on Alibaba will come out with a shady NVME-Xbox adapter?