I'm not sure how that's marketing. The SSD is custom built and is it's own separate entity. But that's not the only point. the I/O system is completely different to a PC. It has 12 lanes and DMA controllers that handle everything that goes in and out on an 8 priority system level. PC SSD's have 2. The bottlenecks have been removed because that's where a lot of time was spent. You also forget that Sony's CPU from AMD is custom built using the RDNA2. It's not an off the shelf part. Neither is the GPU. I'm a PC gamer as well and console gamer. Consoles have the best exclusives end of and 1st party spend that time getting the most out of said hardware. Too many restraints coding for PC using too many different configs. As for SSD on PC. Yes they are fast for a short while, then get bogged down with I/O speed and that drops down. Look at any benchmark and you can see. The point your missing is the PS5 SSD with 5.5gb/s raw data and 12lane needs no CPU usage as it's done by co-processors and every PS5 is the same speed. Microsoft's Texture throughput should be good as well, but will need to use de-compression if trying to compete and it will be slower. Tim Sweeney isn't the only dev who's been impressed by the machine. PC will need to change in regard to motherboard's with built in co-processors that do the work. So any SSD gets the same boost.