Of course most of the platform weirdness is down to "we're vertically integrated and our business goal is the end product and getting that product done fast" but some of the design decisions are kinda baffling even when taking that into account. Like what exactly did they gain by making a weird non-PCIe NVMe situation? Is it really any easier/faster to make the kernel handle that crap than to put the drive on a virtu…
Well, their SSDs are not PCI-e devices, they are directly connected to the SoC. I think that their use of NVMe is just a compatibility stop gap, they will probably move to a custom direct-access interface in the near future.
There's no fundamental reason why NVMe has to be tied to PCIe; it just happens to be that way on existing devices.