I guess this will be a game changer for FPGA-mineable digital currencies. Maybe not for Bitcoin, because people have invested heavily into dedicated mining hardware, but I'm interested to see what it'll do for the smaller altcoins.
Consumer ASICs stopped being a thing for this reason. Now we have mega-secret custom hardware that can't be shared without destroying the investment put into their development.
I don't think Satoshi's intention was that only a handful of massive investors with their own proprietary chipsets would be able to mine, but that's the natural consequence of the difficulty mechanism, and it really undermines bitcoin's core principle of decentralization.
The thing is, it seems like people always invest heavily into dedicated hardware when using FPGAs. I'll be interested to see what people actually end up using this service for.