Okay, computer geeks, what tells SD cards and other forms of data holders how much space they'll have?

An SD card is just a tiny slip of metal embedded in a sheet of plastic. They go from a few MB up to a few dozen GB in amount of space they can hold but, what (or who) tells one slip of metal it can only hold a few MB and another the same size that it can hold 64 GB?

Okay, computer geeks, what tells SD cards and other forms of data holders how much space they'll have?
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