The flash cells get made smaller over time, fitting more on a single die.
Today, we're down to 3,000 to 5,000, instead of 5,000 to 10,000, due to the flash cells getting smaller, and that it was a big deal that they were able to shrink the NAND without further decreases in write endurance, since it's been on about 3,000 for typical consumer MLC for more than one process.