The ball was clearly not embedded in its pitch,ark which you can see directly above the ball. The first official there was Steve Rintoul from the PGA Tour who is one of their top officials. I love how he is trying, as all officials do, to find a way to give the player relief if the rules allow it.
As he said, he isn’t as familiar with these situations as the DP World Tour officials are.
The second official is a DPWT official and as he correctly said, if the local rule for relief from seams of cut turf was applied in this situation, it would mean that the entire concept of sod faced bunkers was invalid.
It sucks for Sam to have gotten a bad break. But that happens in golf.