According to Duann, PC makers have to buy from SSD module makers because NAND vendors reduced allocation to the client/consumer PC market and redirected most NAND supply to data center products.
As a result, PC OEMs like Acer, Asus, Dell, and HP cannot get enough NAND or SSD supply directly from NAND manufacturers and have to turn to module makers for solid-state drives. The latter traditionally served end-users and had plenty of aftermarket products with enhanced performance and cooling, but now they increasingly serve PC makers instead.
I’ve actually read that Hynix, Samsung, and Micron are refusing to ramp up production in order to avoid getting left holding the bag. They’ll probably survive if that’s true, but I’d expect basically zero demand for new server hardware for a couple years after the bubble pops, so we might see consumer stuff getting cheaper just because almost all new chips will come out way.