Ask HN: Why there is little talk about hardware acceleration in DBMSs?

I was looking for some hardware acceleration examples in database systems for a while [1] e.g. with FPGA, GPU or CAM but couldn't find much. Just today I've encountered this article from Alibaba [2] in which they state that according to them they developed the first hardware accelerated database system which is used in production:

"This marks the first time that hardware acceleration was applied to the storage engine of an OLTP database".

Doing hardware acceleration seems very logical in database systems and I'm wondering why any FAANG or similar company didn't do it before. Unless I'm mistaken?

[1] original HN question - https://news.ycombinator.com/item?id=25006725

[2] https://www.alibabacloud.com/blog/new-insights-into-x-engine-the-new-storage-engine-of-rds-for-mysql_596209