One key point about retention which is not often mentioned, and indeed neither does this article, is that retention is inversely proportional to program/erase cycles and decreases exponentially with increasing temperature. Hence why retention specs are usually X amount of time after Y cycles at Z temperature. Even a QLC SSD that has only been written to once, and kept in a freezer at -40, may hold data for several decades.
Manufacturers have been playing this game with DWPD/TBW numbers too --- by reducing the retention spec, they can advertise a drive as having a higher endurance with the exact same flash. But if you compare the numbers over the years, it's clear that NAND flash has gotten significantly worse; the only thing that has gone up, multiplicatively, is capacity, while endurance and rentention have both gone down by a few orders of magnitude.
For a long time, 10 years after 100K cycles was the gold standard of SLC flash.
Now we are down to several months after less than 1K cycles for QLC.