For many cards their drive controller might advertise and support higher UHS speeds the Flash memory is likely the cheapest silicon that can just barely pass acceptance tests. When I encounter cards that fail sustained writes I've had good luck using pv's (pipe viewer) rate limit. I stick it between dd invocations. This has worked well when writing OS images for Raspberry Pis onto cheap microSD cards. They're fine in the Pis but would fail trying to write OS images.