edit: Forgot to make my point. The only way to initiate that change is to give developers consistent performance they can depend on always having. Allowing anyone to stick whatever random drive they find on Wish would defeat the entire purpose.
Again, I don't know why people here are assuming that you can't maintain some kind of control without proprietizing the hardware.
You're living in a bubble or giving the average person way too much credit here. You're talking about a person who doesn't even know what M.2 is let alone NVME, or what the difference is between PCIe 3.0 and 4.0 let alone know the fact that having three chips is better than four chips for performance. These consoles are going to need a specific type of drive and given how there are so many different drives out there with different performance levels, people are going to look at the price and that will influence which drive they pick.
You bring up external hard drives; how many people use those over other external hard drives? Just because they exist doesn't mean people aren't using other drives instead. And again, Spider-Man on PS4 was directly held back because of this variance in performance.
The confusion and frustration is when people get confused by the specs and buy the wrong drive when having a proprietary solution immediately tells someone this will work. This is the better way to go to avoid problems and confusion. Leaving it up to the consumer, who isn't well versed in the nuances of SSDs, is not easier.
And you're greatly overestimating the stupidity of the average consumer, as well as the knowledge required. Don't get me wrong, communication and branding is key, which is exactly why I brought up the example of console-specific hard drives because it's easy to communicate that you should be using these ones. I wasn't trying to say that people don't use other kinds of drives, just that you can find other ways of controlling performance without resorting to proprietary hardware.