Looking at their pedigree, I'd hazard that the computers are geared towards running containerized workloads, so "custom cloud hardware" sounds about right.
[1] https://medium.com/netflix-techblog/predictive-cpu-isolation...
However, that's at the OS level. What can realistically be done at the hardware level? It must be possible in theory to design a CPU that's better at this kind of context switching, but I don't know if a new "computer company" really wants to go there.