They realised it's easier to keep making a profit when drives keep "wearing out" (i.e. failing to be a data storage device) on a consistent and short(ening) schedule. Just like SLC, Optane was too good.
"small" is relative. 8TB of QLC is 2TB of SLC. They will both cost the same (if anything, the SLC might even be cheaper from a firmware/controller development perspective) yet the former might last a few years, and the latter several decades.
And in reality, the kind of consumer who would spend $1k on an SSD is going to move on from it within two or three years anyways in favor of a newer drive with a faster interface.
...or expect that it will last much longer than a cheaper one.
Speaking of firmware, there appears to have been an effort at making an open-source SSD, but it seems rather inactive: https://news.ycombinator.com/item?id=19629298
Industry marketing (and accompanying irrational pricing) has basically persuaded consumers to choose an inferior product.