Log structured writes will eliminate write amplification
But you can't go below 1.0, at which point you're still bound by the same restrictions as everyone else. Unless they think they have a magic way of erasing each block 5000 times that everyone else can only erase 500 times.
They're probably banking on most customers not actually writing at anything close to the rates they probably believe (once DBs are out of the picture) especially when write cache hits reduce the amount of write data actually saved to the underlying storage.
I'll bet their strategy is as follows: Their SSDs will still have blocks that can only be erased/rewritten 500 times, but that's fine because they'll know when blocks start failing (cutting into the overprovisioning) and can easily do an advanced replacement of the SSDs before they actually fail. For that small fraction of customers who really do have a write rate far too high for TLC, they can silently swap in some higher priced MLC drives and thereby avoid having to swap their drives 3x a year.
When I got SSDs at home I was bit worried about the lifetime, but seeing as SMART thinks I've still got over 90% of the life left after several years it looks like I greatly overestimated my own "full disk write" rate :)