Most of the magic is in the SSD controller (and the software stack) if I read Cerny's presentation correctly. That is partly why they can take 3rd party SSDs.
If they are comfortable to go this approach, it would imply they expect 3rd party solutions to exceed Sony's offerings in the long run (or same performance at a cheaper cost and price). Otherwise, there's no need to spend additional engineering time on 3rd party expansion.
.
But isn't a 3rd party SSD going to have/use it's own controller? ...