Why would a flash manufacturer want to 'cherry pick' when they can sell the best flash at a substantial premium as enterprise MLC? eMLC is flash that is specified for 20-30k write cycles and better data integrity - it's the exact same dies as consumer-grade MLC, but it's the top bins (the eMLC chips are underclocked too).
By cherry picking, it's more about being able to reserve "quantity" of top-tier NAND, not so much particular quality within the same series (like OC'able NVidia GPU binning). Unless the SSD divisions within the memory-makers suck, the company should "normally" be making quite a bit more for for each NAND chip sold on a SSD versus selling the same chip on the open market. It would be pointless for a memory-maker to continue internal SSD research/manufacturing/sales if they are losing money on any long-term component sales.
The other thing is that Sandforce is the one of only 2 companies that have actually tested multiple types of flash, and developed firmware specifically tuned to the requirements of specific flash chips (the other company is fusionIO). Every other SSD controller treats the connected flash as generic flash without brand specific optimizations. This means that an OEM buying sandforce controllers can source multiple types of flash memory, and can be sure that the controller is fully-optimized for all types of flash that they may source.
As the memory-maker companies are also generally their sole-source supply of NAND chips used in their own SSD's, why exactly do they need to test other types of flash not made by the company? They are not dependent on open-market pricing for determination of what memory chips they can use.
In addition, the OEM request-for-bid contracts "stipulate" what memory, length of production, board design, etc the product they want "must" have for the life of the product. So for XX months/years part of the manufacturer MUST be able to supply the "exact" same parts regardless of open-market pricing volatility, regardless if new/better chip design comes about. So for non-memory-maker SSD producers, they cannot easily enter these types of agreements as they do not have control of what NAND is available for them.
For example, the Apple-required contractual production stipulations of the SSD in the new Apple Mac Air are EXTREMELY stringent I know because our company lost out because we were in the middle of a NAND series change; basically, we couldn't provide long-term guarantee of our older product manufacturing, but our newer product was not fully ready in supply/quantity ability.
How the SSD is made, what exact memory chip parts it is made up of, and etc for this month, must be the exact same until the product's end-of-life cycle for these OEM-BRANDED type products. Unless the SSD company makes the majority of its own parts (at least the most volatile price/quantity parts like NAND), it is near impossible to even attempt to bid for these type of contracts. Even if a better/cheaper NAND chip design/series comes up for the manufacturer, it doesn't matter, unless allowed by the other party (in this case Apple) and they are very unlikely to allow any "hardware" changes beyond engineering fixes.
For a non-memory-maker company like OCZ, Kingston, or whomever use the Sandforce controller etc and who have no guaranteed long-term supplies of the exact same NAND or other compnents, it's near impossible to get these OEM-branded contracts. It's hard enough when you make your own stuff.