At least the Samsung and SanDisk PCIe AHCI M.2 drives were only for PC OEMs and were not officially sold as retail products. There were gray-market resellers, but overall it was a niche and short-lived format. Especially because any system that shipped with a PCIe M.2 slot could gain NVMe capability if the OEM deigned to release an appropriate UEFI firmware update.
At least the Samsung and SanDisk PCIe AHCI M.2 drives were only for PC OEMs and were not officially sold as retail products. There were gray-market resellers, but overall it was a niche and short-lived format. Especially because any system that shipped with a PCIe M.2 slot could gain NVMe capability if the OEM deigned to release an appropriate UEFI firmware update.