Consumers don't have to figure much at all.
By the time the firmware will be out of the beta phase (September?) there will be already a clear list of recommended SSDs with heatsinks already mounted on that you can buy and install with no issues.
The beta was released just today and Digital Foundry is already indicating 4 models that satisfy all the requirements and you don't have to buy any heatsink separately at all:
- Seagate FireCuda 530 (heatsink version available) - $255/£200 for 1TB
- Western Digital Black SN850 (heatsink version available) - $250/£218 for 1TB
- Gigabyte Aorus NVMe Gen 4 7000S - $199/£188 for 1TB
- Patriot Viper VP4300 - $225/£210 for 1TB
You're pretty much stating incorrect things just to do useless console war.
Microsoft's solution has half the speed of these SSDs, it's a gen behind technology and you can only use it on the Xbox console, with a non proprietary solution if you decide you don't need the extra space on PS5 anymore at some point you can use the drive on your PC or even as a general purpose fast external unit. And in the long run competition among different brands will drive prices down quickly, at this stage this is still pretty much state of the art technology and most people will continue to be perfectly happy with the internal storage.