News Kioxia, Formerly Toshiba, Launches Exceria Plus Consumer SSDs up to 2TB

Let's go back to endurance. Other manufacturers also use Toshiba FLASH (BCS3) and their endurance is 800-1600TBW but Toshiba is only 400TBW for 1TB model.
I cannot believe that controller makes so much difference.
Does other manufacturers use overprovisioning to increase endurance but do not mention this?