I wish I knew Apple's reason for restricting the macOS Monterey firmware updater from working with third party SSDs. It certainly seems intentional since they would have to go out of their way to check for an internal Apple SSD. If I had to guess, Apple believes the third party SSDs are not reliable in some way and would interrupt the system firmware update and brick the Mac. macOS has been known to brick Macs for years even with Apple OEM drives, but at least Apple used to provide firmware restoration CDs to recover from a bad firmware update and more recently with the T2 DFU "Restore" option, but many Macs from 2012-2017 have no way to recover corrupt firmware.
Keep in mind that macOS installers from 10.13+ also will not install even to an external drive unless the internal drive is properly erased for use with macOS. This is something I personal experienced and discovered. Like with the Monterey installer, once the Mac's system firmware is updated, then the macOS 10.13+ installer will most likely install to an external drive even if the internal drive has been removed (I never had time to test installing macOS 10.13+ again after the system firmware was updated to confirm). My guess for restricting the system firmware update to the internal drive is probably the risk of a USB drive being more likely to be disconnected midway through the system firmware update and bricking the computer. Apple started making these changes beginning with the macOS 10.13 High Sierra installer. Only macOS Monterey seems to have the additional restriction to requiring an Apple OEM SSD.
Also, most of the Apple PCIe SSDs I believe are actually identified as "Apple SSD" even if the rest of the SSD's firmware is from the SSD manufacturer (Samsung, Toshiba, SanDisk, etc.).