That hasn't been my experience at all. The differences, even to a lay person, or not subtle.
Now, I can believe that many don't care, I can't believe that they can't tell.
And my wife experienced their noise cancelling once on a flight and bought a set the next day.
And we can share the audio between two airpod things when watching a movie, but not with non-Apple products.
I keep coming back to my Airpods, something that was gifted to me a year ago, when the other ones break. Most recently, one of my Jabra Elite buds plays audio at 50% volume from one ear 50% of the time.
Not a fan of the tap interface nor the shape of the things nor the need to use a rubber condom (that doesn't fit in the case so I have to remove/add every time), but my Airpods are the ones that I can count on, so I have to give them that.
[1] <https://crt.the-mori.com/2020-09-25-solve-jabra-elite-active...>
Airpods are still just Bluetooth with an extra chip for NFC pairing. All of the "magic" your Airpods provide are software-based, not part of the actual hardware you're buying. I think Tech Press is totally justified to ignore software that isn't part of the headphones itself.
This is actually not true. AirPods contain custom silicon from Apple for the controller that speaks bluetooth, whereas most true wireless headphones use a Qualcomm chip, and therefore suffer the exact same ergonomic issues almost regardless of price. The most obvious way this is shown is that you can be on a call with the right airpod in, then seamlessly add the left to the call and put the right back in the case all without dropping the call, developing sync issues, or making the switch obvious to the other party. It's especially useful if your airpods are low on power. Airpods also better than average (in my experience) at switching devices when clicking the connect button from a device they are not currently connected to. This is most obviously good with apple devices (where there is auto pairing based on apple id), but in my experience it works better than the average even on non-apple devices. I am comparing the experience to Sony WF-100XM3 as well as cheaper devices like soundcore liberty neo.
Of course you are correct that there are additional software derived things that make airpods nice on apple products. When they work well, they can be pretty great, but I still find those hit or miss. For me, the way the controller can switch easily between the right and left as well as easy pairing are what makes airpods great.
Nowadays, I think any phone running Android 10+ or Linux device using Pipewire has the best wireless audio experience I can think of. You can have high-bitrate audio codecs with excellent latency and a connection that's as good as the antennae you have plugged in. AAC and the funnel of buying U1 chip devices doesn't really put up enough of a fight, especially for a company that's long prided itself on delivering quality audio experiences.
The larger factor (in my eyes) is implementation. Bluetooth quality is all over the place: mobile Bluetooth stacks used to be abysmal until ~5 years ago, and desktop OSes still don't have it ironed out yet. It makes perfect sense that reviewers would focus on the hardware, as opposed to enumerating how each device works on each operating system, and so on.
I went through a few other pairs of bluetooth "true wireless" ear buds and every single one of them would exhibit the normal bluetooth problems. Sometimes one wouldn't connect. Sometimes both wouldn't connect. Sometimes trying to resolve this I'd "forget" them and then not be able to pair them again necessitating pulling out the manual and figuring out how to do a hard reset on some ear buds. And then ending up with only one paired. Etc, etc.
I pretty much exclusively use in-ear headphones to listen to something to fall asleep to, so this is generally happening as I've already wound down and gotten into bed and... now it's tech support time!
I paired the airpods to my phone the first time and have never had them fail to connect immediately since.