So the competitive landscape you’re describing is not apples to apples, even back in the intel days Apple’s ram optimisation due to then designing the hardware and software outperformed competitors with the same amount of RAM.
The point about Microsoft adopting 16gb is true but, they are not prices comparatively to Apple’s line up.
Here in Australia:
MacBook Air, 8gb, 256 $1,799
MacBook Air m2, 16gb, 512 $2,199
MacBook Air m3, 16gb, 512 $2,399
Microsoft surface 16gb, 512 $2,199
So the latest generation Apple device is more expensive when compared spec to spec on paper, nothing new there but let’s see if the MS laptop actually performs as they’re claiming, history tells us the MacBook Air with M2 will still likely wipe the floor with it. Apple is giving consumers a choice to buy something with the spec they need and nothing more with price benefits, the competitors are not.