I normally go with Samsung but just recently bought a Sabrent Q instead.
It was less than half the price and had decent reviews for performance. Who needs more than 3.5TB per sec anyway? On performance on a modern m2 pci your just not going to notice any difference. Silly to even compare.
I think the technology is considered pretty mainstream now so I don't think you have to be picky like you did back in the day.
QLC will also be mainstream soon too apparently. I replace most of my stuff every two to three years so I decided not to worry about QLC over TLC and just go for the best deal.
A larger drive has better lifespan too and that's what I got.
Obviously if its for enterprise, a mac, for virtualization or for really important data then you know what to do. Also probably best to avoid QLC on a small drive.
So for win 10 my recommendation is to go for a deal and QLC but ensure you get a really big drive.