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While any flash device needs cooling (even SD cards get hot, after all), I think you're reading a bit too much into these being spoken of as "NVMe SSDs". These are roughly the size of MicroSD cards, and will definitely not reach performance levels anywhere close to modern PCIe 3.0 x4 drives outside of short bursts - those have controllers bigger than the footprint of this whole package, plus DRAM chips and heaps of flash. These drives are designed to replace low-end DRAMless BGA SSDs, which are definitely not in the 5W range like most large SSDs. That being said these will still need cooling - it's even mentioned that the retention mechanism is designed to allow for heat dissipation, which sounds overly optimistic IMO (though it's not difficult to see a laptop design sticking the end of a heatpipe on top of one of these with a thermal pad). But the products this is meant to replace are soldered-on packages with zero cooling whatsoever. And ultimately the size of the package dictates how power hungry a class of hardware you can fit inside.